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Three Minute Happiness

What's cool in advertising these days? 

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There have been a few things that have caught my eye lately in terms of 'advertising' that I'm sure would be considered cool. But probably people who consider themselves cool (read traditional agency creatives) would have run a million miles from these initial briefs. Which begs the question: what's cool these days?

Please bear in mind all creatives (and suits and planners) got into advertising because they thought it was cool. Anyone who says they didn't is lying. Of course this doesn't mean that all people in advertising are cool - jesus, far from it.

Here in NY what's cool is pirate stores. Method have one on Broadway. By all accounts it's pretty cool. I haven't gone in yet (too busy working and playing ping pong). Now essentially a Pirate Store is sales promotion, the preserve of the shelf-wobblers. What self respecting scamp reader would go near a shelf wobbler brief?

The Honda ad last night was pretty cool wasn't it? It's not really a film though. It's a PR event. From what I understand this was C4 Creatives idea rather than Weiden's but that's from cursory research so I'm happy to be told otherwise. But again, PR was normally the job of some sloaney twat from Knightsbridge rather than cool people from Shoreditch.

And I see that Spot the Bull is back for Glastonbury. Good on Orange and Poke for just running the same idea. It was great, why try to beat it? Smart. Again this is a field marketing event - not a glitzy film shot by Danny Klienman or Jonathan Glazer. I used to be on thr awards committee for the DMA awards and even the DM people laugh at Events Marketing people!

And not only is Spot the Bull a peice of field event marketing it's done by those bloody interweb geeks from the basement.

Time was when the prevailing thought was that it was better to be writing TV ads anywhere - even at a crap agency, 'Well at least it's above the line innit?' - than do shelf wobblers or web sites. I bet there are still loads of people who think like that.

My attitude is, cool, more fun for me.

 

Published May 30 2008, 09:32 PM by James Cooper

Comments

by Aroo
June 4, 2008 9:01 AM
 

Hi James. It's interesting that you compare and contrast several media types to define whats cool. You might want to read this article - 'World has changed: PR agencies haven’t' between games of ping pong:

blog.willmcinnes.co.uk/.../world-has-chang.html

Cheers!

 
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