This Might Just be the Future of Advertising
Yv Corbeil
AI’s got the brains. We’ve got the smarts. MD & Multi-awarded Chief Creative Officer, Board member at NIJI | President at Lost In Sensations I Alumni Université de Montréal & Université Laval | Weekend lumberjack
The latest Paul Gale's gig 'Why Starbuck's Spells Your Name Wrong' might just represent the future of advertising. Here's why.
Aren't you tired of same-old, same-lame commercials and advertisement all year-long, except maybe during Superbowl Night. But as a consumer, you don't really have a saying, do you? Advertisers and their agencies are formatted to push their messages always louder.
I wanna talk here to the trade professionals - the creatives are obviously included but I'd rather reach the entire advertising community - because when you want to change the status quo of a given field - the so-called game-changing ideas - it does require everybody, and a fairly strong will.
So you work in an ad agency. Haven't you had enough of creating ads that either please your Creative Director (which himself only pushes the ideas that will eventually please the Chief Creative Officer - his boss) or the Clients - meaning not the brand but the people that work on/for it?
Advertising is a Popular Artform that Belongs to the Streets
So far, what we do everyday (yes I work in advertising) does not speak, in any way, shape or form to the people. Well, most of the time. Every now and then, we've got that great ad that transcends the people.
But I'm talking here about everyday. The people don't attend the Award Shows and if they ever go to Cannes, it's to tan, shop and dip; not to watch ads in a basement before going to the tanning salon.
When I saw Paul Gale's piece, I told myself: this might be just it. Think about it: you've got a true insight - and not something written as a joint-venture between the agency planner and the client - you've got a human-based way of shooting it and best, Starbuck's was visionary and gave its authorization. So I say 'Bravo'.
Let's Get Serious
Now, for them not to simply disappear in blatant pain, advertising agencies urgently need to do, think and envision things differently. But this observation also applies to advertisers.
Let's start to hire musicians, script writers, comedians, magicians, clowns and let's make advertising talk back to people - not to ourselves.
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Yv Corbeil is an International ECD in advertising, originator of the StoryWhispering a new marketing and communications philosophy for today’s context of brand building and executive speaker. You can watch its latest speeches in NYC 'Desperados 1 AM Presentation' and at Cannes Lions 'Superlove + Superhatred = Superlative Creative'; or read his latest article 'Why Haven't We Thought of Systematic 'Organic Coaching' Before?'.
AI’s got the brains. We’ve got the smarts. MD & Multi-awarded Chief Creative Officer, Board member at NIJI | President at Lost In Sensations I Alumni Université de Montréal & Université Laval | Weekend lumberjack
10ythanks Timothy Haney
AI’s got the brains. We’ve got the smarts. MD & Multi-awarded Chief Creative Officer, Board member at NIJI | President at Lost In Sensations I Alumni Université de Montréal & Université Laval | Weekend lumberjack
10yI couldn't agree more Aldric PILECKI ;-)
Senior Bilingual Copywriter - Freelance & Creative consulting - Community manager, Digital brand content manager
10yReaching emotions (good or bad) leads to conversation. IMHO, and not only in brand matters, every single moment should lead to conversation, especially today where even social networks and internet subjects are so easily reaching the streets. Plus, I see here a neat cross over with your superlative speech. Some people will hate to have their names misspelled, some will be indifferent, some will find it funny and maybe they will even compete on whose name's worstly misspelled. Ok, maybe the "misspelled joke" might not be superlative creative stricto sensu , but still, it may help advertising to be more disguised and so less boring, outside web banners, billboards, print ads that people avoid because they think "Damn it they just gonna sell me their cornflakes extra crunchy chocolate crispy stuff...". Advertsing out of the walls but in hands, eyes, ears and then, in memories. Love that "advertising in disguise", the one with experience even disturbing, slices of lives, little glitches in the Matrix that make people talk and that talk to people. That's where we'll see musicians, magicians, clowns.