There’s no smoke without fire…..
Well, I’ve met the erstwhile Mr Bausola. He’s not a frightening man (unless he’s just missed Happy Hour). And I applaud him for what he’s doing. I think it’s the future. And a hearty well done to Ford as well – kudos for rising to the challenge;I doubt it’s a coincidence that the last few Ford TV spots have been a lot more thoughtful and provocative. In fact, have a look yourself:
But I want to move away from the (frankly boring) debate about advertising’s effectiveness. I’m firmly (and you’d expect as much, considering the title of this blog) in the camp that well produced, planned and above all, interesting work will stimulate a positive response.
But the nature of the work is changing. Indeed, the title of this post is deliberately misleading – I think a lot of advertising agencies and clients will have to wake up to the new worlds that Imagination and co talk about. But at the same time, for some products and services, it may not be the right approach. It’s just another way to positively provoke your audience, and one which (I think), is dead right for Ford – who needs another car shot and overarching promises? Far better to entertain first and tie it into a bigger brand thought, a la Honda.
The fact of the matter is, though margins may be tighter, and the likes of TV spend are at a 5 year low, I don’t think there’s ever been a more exciting time to be working in the business (NB: This is said by every idealistic 23 year old planner, I’m sure). It’s like the advent of technicolour; I can now view the world in a new way, and I don’t think that’s an overstatement.
Out goes the plannery wank that many would use to sell a strategy; I believe Roland Barthes has a lot to answer for when it comes to the advertising community – I don’t think I can tolerate sitting through a creative review where signs, symbols and bastardly signification comes up (yes, I had to endure a year of that in first year English – bet you think you dodged a bullet there, eh?).
No, it’s slowly being condensed into stories. Stories which will entertain, sell and be relevant (though don’t get me wrong – the latter will be bloody difficult to pull off – and that’s where a good agency/client relationship comes in).
Instead of being constrained by a 30 second spot, new world agencies can create the narrative. Stimulating, relevant stories which both drive up commerce and allow agencies to flex that creative muscle. And, speaking as a planner, it means that my brand ideas can truly be a strategy, rather than some stop gap solution which is discarded at the same time as the agency is dispensed with.
No, there isn’t any smoke without fire. The old model is under threat. But I sincerely hope that the new one will retain the most important elements of the old – creating big brand ideas – with a much more dynamic and stimulating approach. And that we lose this ‘seeing ads as advertising people’ belief – you are a person. So is your audience. So treat them like that; if you don’t, it looks like you’ll be out of a job.