‘Twas the night before Christmas...correction, the month before Christmas, but these days it can feel like nothing is stirring in ad-land before Christmas. Stirring, meaning moving people to feel something and to lodge in hearts and minds.
When I think (way) back to the brand campaigns that inspired me to go into advertising, the biggies like Tango, Martini, Levi’s, Hamlet, they all moved me in some way: they were entertaining and fun, and the best were a little unhinged. People, not adfolk, talked about them and loved them and still remember them. And the best of the best campaigns endured for years.
With the effectiveness of advertising diminishing and the ‘crisis in creativity’, it seems that all the feeling, excitement and joy that helps brands grow, is now crammed into the brevity of Christmas. It’s the one small, frosted window of opportunity in the year to do what advertising does best: to entertain and to spread some joy.
My Christmas wish this year? That brand-builders, agency and client, would live, not just talk, the value in making advertising that stirs, not just for Christmas but for life.