Once upon a time, a long, long time ago in a land far, far away from here — probably even another dimension — there was an understanding.
People who made advertising and the clients they worked for both agreed the work they made had to be really good. Not just really good. But pretty amazing. Fucking stupendous. Crazy great.
How that crazy great work was made consisted of two things:
What we say and how we say it. What we say had to be different, interesting, unique, explosive, thought-provoking, controversial even. And how you said that something had to be witty, funny and entertaining as hell.
Why? Because if you want to sell something you have to get someone’s attention. And to do that we have to make people give a shit. And if we’re going to get someone to give a shit about what we have to say, we have to give a shit about what we have to say.
What we said and how we said it mattered most.
That was advertising.
But times have changed.
Technology, man. Social media, man. People don’t give a shit about ads, man. TV is dead man. Authenticity, influencers, grams, :6 second ads, man.
In that insane flurry of what’s happening right now and the world crashing around us. The two things I know to be true still matter more than anything in this business.
I know this to be true because good work still has something interesting to say.
And the shitty work. It just doesn’t.
