March 8, 2012 § Leave a comment
We shouldn’t be afraid of trying to solve a problem knowing that it is going to create another problem.
That is the whole point of discovery. If there is nothing new to answer, nothing new to find, nothing new to say, what else is left for us to do. It is like sitting in a concealed room, inhaling the same air we just breathed out, with maybe a tea spoon of stinky fart as an additional ingredient over and over again. Repetition kills the creative mind.
A problem left by itself will only rot. Its total a waste a mind. But when you rather nurture it, feed it with answers, it would/might develop into something new, something big. We might find something totally unexpected. Polio cure.
Accidents don’t just happen, they are created.
There is no knowledge in the old. Knowledge exists in the finding the unknown. It lies right beneath the mistakes. Now do not misunderstand. I am not saying old is to be forgotten. Old i.e. past i.e. history, is to be considered more as a guideline and not as a rule. Old is where the wisdom is.
Without knowing or understanding the mistakes of history, there is no history to be made.
I read this below quote from someone named Ralph Caplan,
Invent a better mousetrap, and your create the problem of mouse disposal. Incite the world to beat a path to your door, and you create the problems of traffic control, of quality control, of distribution control, of inventory control, of self control.
August 20, 2011 § Leave a comment
My boss once said to me that, “If you really don’t know what to do with your life, join an advertising agency”.
I was offended, I really was. I was trying to counter his statement for a while but I gave up. I mean, come on, you can never really talk down your boss… at least, as long as you want to keep working for him.
Anyways, I never thought about it for some time, until this one lazy Wednesday afternoon, while dozing in my favorite couch at work. It hit me right then. I wanted to evaluate myself. Nothing major. Just a small list of pros and cons of my basic life-saving skill set(s).
When I finished the list, it was awkward. I felt very awkward defending against that statement. I realized that, at the time I joined advertising, I really did not know what to do with my life. Seriously. I had no where else to go. I was not fit for any big money making jobs, you know, like a doctor or a lawyer or a gigolo or whatever.
But to tell you the truth, this is one of the best thing that has happened to me. It is the most resourceful place to work in. You get to learn so much stuff. Important and dumb (by the way, I’ve realized that it is very important to learn and understand the ‘dumb’). Also, its a funny place to work in. You get to meet tons of weirdos in different levels.
The cool egotistic young creatives. The always-grinning-assholic account executives. The over cooked hard working studio guys. People with “creatively” funny titles that doesn’t make any sense. And of course the clients. The all-glorious-never-satisfied-big-logo-wanting clients. I truly think they were born to raise hell. Or sometimes, were just born with half a brain.
What makes it interesting among all this is that, there is always something crazy happening. With all these kind of people around, no day is the same. Now, where else would I want to work. So be it, I might have not had any clue when I joined. But now…
To boil it down to one point. Advertising is a place where in the name creativity and brand building, we have a blast.
August 2, 2011 § Leave a comment
…local elements and identities mashed with a universal truth = A Big Idea.
July 30, 2011 § 2 Comments
In the advertising community there is belief that long copies have become extinct. Well, although scarce we do see one or two now and then. But besides that I don’t believe it completely.
Before, the advertisements contained a loooong copy supported by a humouristic picture. The whole package normally narrated a story, like literally, about the brand.
As the world moved on, what happened to everything happened to ad copies. They became shorter and shorter and shorter. Or should I say brief. So basically, this particular change has made lot of people believe that the copywriters don’t write as they used to. Long. Not ture. Well, at least in a border sense.
Copywriters just moved on. Moved on from the traditional ‘writing’ a story to actually creating one. Instead of just telling people what the brand/product is all about, they have moved on to giving them an experience, a first hand experience. Which by the way, is a ‘story’ written/told/shared and what not by the customer itself.
Although not all the campaigns follow this, some do, and they become big.
The bottom line is, its like this favorite quote of mine, “Tell me, I’ll forget. Show me, I may remember. Involve me, I’ll buy it”.
July 13, 2011 § Leave a comment
Advertising. Its all about being fresh. Making people believe they are right, they are beautiful. All. The . Time. Also, its about ‘aha’ then ‘huh’.
Have you seen the Old Spice’s ‘I’m on a horse’ ad. (Nevermind. Here it is, you can watch it again.)
It is the one of the best lines of our generation (at least, as far as I’m concerned). We all know about it, heard stories about it, laughed, amused and wondered about it. Facebooked, Tweeted and Youtubed the shit out of it, on what makes this ad good. So, what is it that makes this ad so amazing?
It wouldn’t have made you wonder. But I’m sure it would’ve made you think about it over and over again. And most importantly, it made you laugh. It made you think, “aha!, now I see the point”, with a bit of a humory twist, ‘I’m on a horse’.
It was random, it was fresh, it is Old Spice.