After to listening to Dave Trott on Radio 4's 'The museum of curiosities', it made us (me, Oli) think of our #2017HM series in a slightly different way.
Some of the campaigns we have been looking at are definitely good, but they are good because they are ships sailing in a sea full of handmade rafts. So much of what is presented to us as consumers really is sub-par, and not a patch on 'pre-internet' messaging.
Trott's point was that phrases and words used to be such a big part of the creative in advertising, that there was genuine thought for the emotions of the consumer. To be presented with video ad after video ad on YouTube , whose main criteria is that it has to impact within 5 seconds, shows how much we have gone backward.
I can think of so many word & image based campaigns that have stuck with me, these 2 for starters;
Tab Clear "Suddenly everything becomes clear" - genius really, the main differentiator was that it was clear Coke. If the same product was being pushed to day it would have to be sold on what benefits it has over its cousin, rather than simply what it different about it.
Konica - "Colours are calling me" - Rather in the Benetton style of the 90's, this homage to inclusiveness was ahead of its time, unlike the technology that it was promoting. Great use of copy also when referring to how many snaps would be taken in one year, the equivalent of one for every human on the planet.
It is surely time to get back to this type of creative. The bombardment we are under means now more than ever we need thoughtful content that will resonate, rather than relentlessly batter.
What companies out there will take a chance on some useful thinking?