Only a zombie apocalypse could account for the near disappearance of creative storytelling in advertising. Our canvas is a brilliant, daring world that, through DVR, Youtube, and a lifeless gaze, we’ve neglected. Let us breathe life into the commercial break, that the advertising age can once again be great.
To live the creative life is to be human. Merriam-Webster defines creativity as the imagination or original ideas in production of an artistic work. Lets return to golden virtues; to a time when creatives didn’t take positioning too seriously; when we worked hard to create content of great pride.
Remember those playground “Merry-go-rounds?” Like an old school carousel they repeat the same circle again and again. Spinning into infinity. Dizzying us into oblivion. Searching for an idea, we twirl around until landing on the ground. Collapsed by a faint lightness in the head and an imaginative dream. Some ideas are so great they leave you spellbound and connecting to this nostalgia makes a good ad brilliant. We are storytellers and lifelong pupils of the craft. Lets take a zealous stance! Nike screams “Just Do It.” Their enduring tagline transcends to an inspirational exhortation about life and the competitive spirt. The brand discovered its emotional gusto and connected on a deeper level. And they first won our hearts by featuring the renegades themselves in Eugene.
Lets find that emotional core. Go the extra mile, test the meticulous details, and challenge the status quo. When constructing any foundation, we choose the strongest materials possible to create a playground of infinite possibilities. This passion takes everything to new hights. We’re not here to make good work.
In the business of selling our clients merchandise to a nation of skeptics, drop the pretense and fabricate an experience. Make people laugh, piss them off, or bring them to tears. If our job description is to fail harder, we've got nothing to loose. Isn’t it time to reclaim control of our destiny; to pursue the true creative life our visionary minds intended; to embrace the human emotion each of us, by natures grace, is born?
We will kick complacency to the curb. With our limited time, we will create the unimaginable and then move onto the next spark of brilliance. Every shameful montage of fraudulent glee we’ll stare down and say: you cannot kill our craft. You cannot take away the truths we are entitled. Try as you might, you cannot shoot creatives down from the clouds.
Let us then assert humanness in all its majesty. Let us revisit a time when wistful tales and ovations, like creative concepts, are never in short supply. Bound by honor to our brave social contract, we accept it as our duty to give the world some much-needed anecdotes to delight.
