The Musings Of An Opinionated Sod [Help Me Grow!]


When Creativity Was Used To Tell A Story Not Just Demonstrate A Product Feature …

Look at that ad.

Look at it.

Isn’t it marvellous?

Simple. Clear. Charming. Engaging.

Sells the product feature through a human benefit.

A simple story that works for kids and parents alike.

The photo and the headline do all the heavy lifting, namely because the photo isn’t a stock image and the headline isn’t a piece of generic twaddle. And yet it’s not like it has high production values, it is just a good piece of advertising.

It’s also from a bygone age.

Not just because this ad ran years ago, but because advertising has become about selling features rather than benefits.

Explaining rather than communicating.

Describing rather than imagining.

Telling rather than inspiring.

It’s not advertising … it’s a product brochure designed to please the board of directors rather than actual human beings.

Despite my music and clothes taste, I hate looking backwards … but maybe the industry needs to do that. Not because we should aim to replicate what has gone before, but because we seem to need to remember it was stories, ideas, creativity and craft that once made us so valuable, not being able to churn out cultural landfill at the lowest price per execution.



Unperfectly Perfect …

So last week, the disgustingly talented Nils Leonard posted this on his instagram.

I have to say, I love it.

Sure, it’s for Mothers Day that affords more creative licence in terms of how a brand expresses themselves, but given Chanel has only celebrated elegance and perfection for years, it’s a huge leap.

Apparently it was drawn by a Chanel employees daughter on a ‘bring your kids to work’ day.

I can’t imagine how much money this saved them in terms of ad agency costs.

Though of course, this is less about being cheapskates and more the changing face of luxury.

For too long the category has been a closed shop.

It dictated terms, rejected new entrants and ruled by an iron fist.

Cold. Clinical. Aloof. Exclusive.

But the shift has been happening.

The rules of luxury are changing.

And while the establishment may look down at brands like Supreme as nothing more than expensive hype, the reality is the new generation of luxury buyers feel differently.

They don’t want to be part of the old rules, they want luxury to reflect them and how they live.

Personal. Emotional. Ridiculous and audacious. Human. Fun. A new definition of perfection.

And with brands like Mr Ji and Gucci both embracing this change and driving it … it will be interesting to see how many other luxury brands start stretching the boundaries of who they are and who they associate with moving forward.

Though I accept there’s a good chance they’ll just do what they’ve always done – especially with designers – and just try and buy the brands/people who are making waves.

Then assimilate them into their system.

Wow, look at me talking about fashion. And luxury. Who Am I?



I’ve Started A Cult. Apparently …

Another day, another post about my love of China.

So a few months ago I was there for the opening of a clients latest venture.

You should all check it out because it’s a luxury fashion mall THAT LOOKS LIKE MARS!

Literally.

It was specifically designed to feel like you are on a space station on another planet.

It features everything from luna modules to robot sheep to video screens that look like skylights that show you in outer space.

It is utterly mad and yet truly amazing.

A place that is like no other I’ve seen anywhere else in the World.

But then, without wanting to sound a corporate toadie, the client is like no other I’ve met anywhere in the World … even when I was living in China, which tends to have a lot of brilliantly ambitious folks than anywhere else I’ve lived.

I have to do a post about him soon because not only is his influence on the fashion world almost unparalleled – and I am comparing him to people like Anna Wintour in that statement, let alone the heads of Gucci, Prada and countless others – but in the time I’ve worked with him, he has taught me to look at strategy in a completely new way.

Given I’ve literally been working in this discipline for more years than you care to mention, that’s pretty amazing … so I am sure you would find him pretty fascinating too.

Anyway, as part of the project, I was interviewed about what we have been doing for him and how we have worked together.

I talked about how much I love China and how much of an honour it is for me and us to be able to go there and help with a once-in-a-lifetime project. This may sound like I was a total crawler, but the fact is it’s all genuine.

We have been allowed to influence and shape at the highest level – strategically and creatively – and that’s been amazing, especially when there have been times you’ve disagreed with some of the things they wanted to do.

That’s hard for companies to hear at the best of time, but when it’s the billionaire founder of an international fashion group, that’s a whole other level of sensitivity and yet he has been nothing but open to us because he knows we’re not doing it for any other reason than wanting him to win better.

And when you’re talking about creating Mars on earth, ‘winning better’ is going to be crazy fun, whatever way you look at it.

But back to the interview.

So off we head to China for the opening.

It was packed with press and celebrities.

Billionaires mingled with paupers – errrrm, me – fashionistas rubbed shoulders with fashion disasters – errrrm, me again – so imagine their surprise when the start of the official opening included this …

Yep … that’s me.

Yep … that’s my interview.

Yep … no one understood why I was there or what I was saying.

I’d love to say I was all cool, calm and collected, but I – along with my colleagues – were pissing themselves laughing.

It was madness and awesome all at the same time.

I didn’t know whether it was like a remake of the classic 1984 Apple ad. or my attempt to be the leader of a Birkenstock cult … but it was like nothing I had experienced in my life.

Which is another reason I love this project and miss China.

Because when you are working with someone who believes anything is possible – and has the drive to make it happen – the journey is equally as much fun as the destination and I feel massively fortunate to be on it.

Even if there are people all around the World asking themselves …

“Who the fuck was that old guy in the camo Nike hoodie?”



Marcus Brown …

For all the shit I get on this blog, it has served me well.

I’ve learned things.

I’ve been put right on things.

I’ve learned my view on things can drastically change over the years.

But one thing I treasure most of all – even more than the daily abuse I cop – is how this blog has brought new people into my life.

One of those is Marcus Brown.

I’ve known Marcus for over 10 years.

It all started when he stupidly wrote a comment on this blog.

And while I’ve only ever met him once – last year – we have talked a lot via email and video.

I think he would agree that we have both experienced some personal highs and lows over the years we have known each other – because life works like that – but through it all Marcus has kept me entertained and on my toes with his infectious, brilliant, madness.

I don’t mean that in a mean way.

In fact, it’s the highest compliment I can give.

Hell, I can’t think of many people who could inspire me to make a crowd of ad students say hello to Sacrum, a character he created or contribute to iPod singing … another idea he brought to life.

Marcus is one of those people, everyone roots for.

He’s creative, dynamic, full of character and compassion … which is why I was so consistently disappointed an industry that talks about valuing creativity consistently overlooked or devalued his talent.

Without going into too much detail, I know this affected Marcus as well.

He had so much he had to offer … so much he wanted to do … but time and time again, his creativity was challenged or questioned. Not from the perspective of wanting to understand things more clearly, but from devaluing what he had to offer.

Which is why the last few years have been so rewarding.

For him … and for me, watching him.

Because Marcus has found his voice … his purpose … his calling.

He proudly calls himself a Performance Artist … because that’s what he is.

Don’t take my word for it, even Forbes – the business magazine – says so.

But not all is quite as it seems.

You see while Marcus is indeed a Performance Artist, he’s also an author.

You see he has written a book called ‘A Wicked Pack of Cards’.

And it’s brilliant.

I’m not saying this because I’m kinda in it [He stupidly asked me to write a review, which is the pic at the top of this post] but because it makes you think, imagine, feel and question.

It’s one of those books that you think about well after you’ve finished it …

I loved it and I fully encourage people to experience it for themselves.

You can buy it here.

Which brings me back to this blog …

You see, by continuously writing my rubbish, I’ve been able to meet and follow people I would otherwise never have known.

In Marcus’ case, I’ve been able to see how life has changed for a talented, kind, generous man. Where once his life was full of challenges, now it is bursting with happiness … from the love of his life to the time of his life … and I can think of few people who deserve it more.

Watching him create, invent, stretch his boundaries and being prolific in his expression is both inspiring and exciting which is why I can’t wait to see what his mind gets up to next.



The State Of Adland In [Another] Picture …

Yes I know I wrote about this just a few weeks ago … and this is my attempt to ease us back into working life … but the wonderful Mr Weigel misguidedly sent me a photo [he was jet lagged, so he forgot how stupid an idea this was] that highlights how the downturn in traditional adspend is having an impact on the entire industry.

This …

Let’s face it, when one of the best agencies in the World is diversifying to make some coin, it must be bad.

On the plus side, when my mates at Adam&Eve see this post and tell me to go “screw myself”, I’ll interpret that as them offering me a solution, not being angry. Perfect.