So I've just got back from IPA 2 and I'm taking stock. This past week as a tutor has taught me so much (arguably more than my sleep-deprived experience as a delegate ever did) but what are the stand-out thoughts?
Well, amongst the haul of mental bric-a-brac there are half a dozen key learnings, two or three ad-legend administered bon-mots, and one deeply acknowledged self-warning (Jägermeister truly is the lairiest drink of them all). However, there is only really one subject that is still occupying my thoughts on a minute by minute basis. This brain engulfing topic is no mere factoid, quote or drinking rule though. It's a big, fat, hairy question: do great adverts from the past really matter any more?
The whole conundrum was thrown-up on the fourth night. We had left the delegates to their pitch deliberations and popped out for a curry. I have no idea who brought it up first, but soon our whole table was consumed with this discussion. Everyone seemed to have an opinion. Cases began to form that suggested that if the grads of today didn't care about this sort of history, they would have lost something. Others argued that it doesn't really matter all that much, as it’s unhealthy to still consider communication greatness in terms of "ads". Some countered that, at the very least, a simple knowledge of ad-land’s historic canon could help a young ad-man/woman's credibility on the creative floor. And so on...
Well the fact is, regardless of my age and junior position, I really do think that this sort of stuff matters! I don't claim this to be anything even approaching objective fact, far from it. In fact, if you have a contrary opinion I'd love to hear it and I'll probably take it into account. It's just that I've been thinking about it hard for almost 7 days now and this is the conclusion that I have arrived at.
But why? Well, it's not just because of my love for ads (and heaven knows that I really do love ads, I always have) and it’s not just down to a sentimental pining for a sense of pride in our industry. No, knobs to all of that emotional puffery, as I listened to the curry-fuelled debate escalate it struck me that there were bigger contentions to defend. So I took these chunkier arguments onboard and chewed them over for a bit. I walked around the flat, biroed things onto receipts, dropped in to share my gibberings with a CD and, finally, stared out of the window - allot. Slowly, very slowly, an argument emerged. Broadly speaking, I suppose it fits into the “learn from the past to benefit the future" school of thought, but if we're going to be specific this is it...
I believe that it's important for us to have a knowledge of our industry's most historic work because learning from it might help us continue to make an impact on popular culture.
Now, steady on there! Yes, I know that “digital” has had a chuffing significant impact on this sort of thing. Yes, I know that through its new inroads to public discussion it has pushed things forward immeasurably. However, part of me still suspects that the proliferation of useful channels doesn’t necessarily mean that we have gotten commensurately better at proposing conversations that spark the public’s imagination and bed-down into their everyday way of seeing things. That’s not to say that we have gotten any worse at this (in my opinion, there have been some incredible recent exponents – MeerKat being the most simples suggestion), but I have to believe that there is still stuff to be learned from the gold-standard historic examples.
It’s totally cool if you’re still not sure about all of this. No problem at all. But before I wind up, just for fun, why don’t we go on a little imaginary walk? Let’s go for a stroll down that good ol’ forum of popular culture and commercial exchange: the great British high-street.
So we’re walking down this perfectly ordinary thoroughfare and everything is as it should be. The sun is hiding behind a cloud, and people are still wearing sandals and shorts. A few particularly optimistic souls have even perched sun-glasses atop their heads. Hang-on, check her out! That’s a bit much isn’t it? It looks like she got a little over enthusiastic with the fake tan – someone’s been Tangoed! We giggle a little to each other and then push on. We stride past a news stand and check out the headlines on the sandwich boards. It looks like the Mirror has it in for ol’ Cameron again. They’re paraphrasing a new opinion poll and declare “PM MARMITE AS 50% STICK, 50% GET RID.”
The street has gotten busier now. The last Orange Wednesday screening has just finished and has let its audience into our avenue. Their sheer number means that everyone has started to blur into one shapeless throng and it’s harder than ever to focus on individuals. But then we pass the art-supplies store with the “Keep Calm and Carry On” poster in the window and there we just about manage to pick-out a few stragglers. Stood outside and peering in, there are two would-be-musos dressed head-to-toe in black, stroking their pointy chins over their immaculate roll-necks - real Milk Tray men.
We leave the crowd and explore a side-street where the morning’s market stools are still set-up and trading. There is fruit & veg, some random touristy stuff and lots of families milling up and down. Most of the 2.4s have brought their pets with them; there are all sorts, but we decide that we have particular soft-spots for a slightly mucky Dulux dog and a gorgeously golden and scampering Andrex puppy. Some bloke then attempts to sell us a watch. He’s tries-on a bit of patter, “Oi mate! Got some lovely watches here. Take a look at this sports piece, 20 quid and 100% waterproof, does exactly what it says on the tin”. We smile, turn our heads to focus on something else (anything else!) and try to duck out of the alleyway. As we leave, one of the stools blasts out the Beach Boys. It’s Barbara Anne and all we want to do is finish each line with “Babybel!”
So there we are. But enough stupid words from me. Let’s all just enjoythe lovely stuff below.
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