We need to save advertising creativity from a nose-dive into mediocrity
Resolutions in January, though ultimately pointless and unfulfilling, can at least provide a signpost for where we have gone wrong in the past, and provide us with a minor glimmer of hope and redemption for the year to come, explains Hardhat’s Jonathan Heath.
What follows is three trends that, if avoided in 2019 and beyond, might hope to save advertising creativity from a seemingly unending nose-dive into mediocrity and endless repetition.
‘Technology is destroying human connections’
Remember the past? Remember when we were never distracted by things? That period in history where we never neglected each other for a second and hung on each other’s every word…
Then technology happened. Bloody technology. Specifically, the distraction oblongs. I could always get Mum to put down her book and pay attention to me in the past, but now with the screen – it’s just impossible.
Jonathan, I assume you mean well, but you might look back on this piece with regret one day.
Firstly, I’d make sure both you and your agency have stellar creative credentials before shitting on the work of others. Unfortunately, it would appear you both fall short of this benchmark.
I’d also be careful commenting when you don’t know the brief, the client or the commercial situation. You have taken aim at Optus work which some think is quite nice (including the dozens who worked in it), especially given the tough category.
Finally, your analysis is shallow and there are no real suggestions for moving forward. You’re basically just saying ‘don’t be like this’ instead of ‘we should be more like this’ with a cohesive view of the future. I’d suggest you get a few more years and briefs under your belt before you try to become the saviour of Australian creativity.
On another note, you should definitely grab a beer with Henry Innis.
To be fair to the young lad – he probably didn’t have the option to refuse the article. Advertising needs more criticism to get better, not less. Look at Cannes – where Droga and many others have built their careers on fake ads and fraudulent results. (yet nobody says anything). Ignore Cannes. Improve creativity. Wee Johnny isn’t the problem.
+1
“Grab a beer with Henry Innis”
No one thinks Optus is cool. Ever. They lack creativity – and that is mostly the creative agencies fault. As well as lack good coverage and value – the Australia consumer will never forget how shitty Optus is after the World Cup fiasco – coming from a supposedly good network. What a joke, 100 million a year in advertising would cut it when their product sucks.
“You might look back on this piece with regret one day.”
+1
Why? Why should we move away from direct to camera or quirky characters and twists? Have they stopped grabbing people’s attention? Have they stopped entertaining consumers? Have they stopped selling things? I might actually see some substance in what you say if you could tell me why all of these things need to die…
These things have been staples of advertising since way before Optus, Airtasker or Old Spice used them. None of those ads are original, but nothing really is. They’re all recycled. In fact, very few, if any, of us in advertising have had a truly original thought in our careers, nigh lives.
For instance, your article. This is not original. It’s just an assortment of Campaign Brief comments and LinkedIn rhetoric strung together. As for how you’ve presented it, the opinionated rant has long been a staple in the press, with this particular brand of meandering, un-evidenced listicle most at home on Pedestrian TV circa 2013.
If I tried being helpful I’d recommend you read the ‘The Anatomy of Humbug’. Then you might rethink how you regard the history of advertising.
At the risk of being patronising Jonathan, I think the trick with pieces like this is to frame them in a less didactic way. That way the observations can be offered and the conversations had.
Then the grumpy old people (who do have the benefit of accumulated wisdom but don’t know it all) can interact with the naive new people (who are sometimes more in touch with the audiences advertisers often want to target and aren’t jaded and cynical yet) in a more civilised way.
And Jonathan finishes his lambast of commericials with direct to camera talent with a direct to camera shot of himself because …
“And Jonathan finishes his lambast of commercials with direct to camera talent with a direct to camera shot of himself because…” Mumbrella’s editor Vivienne Kelly put it there as part of the publication’s editorial guidelines.
I think Jonathan may be looking back at this piece with regret ‘later today’.
Very much looking forward to seeing Jonathan’s next piece of advertising to see how it should be done.
Criticism of creative work, indeed any work, is not necessarily a bad thing, a cringe-worthy thing, or in any way a thing that one might look back upon with regret. The criticism is of a time and place, not something that will serve for all time.
This quote from KGB: [quote] “Firstly, I’d make sure both you and your agency have stellar creative credentials before shitting on the work of others. Unfortunately, it would appear you both fall short of this benchmark.”[unquote]
N.B. KGB doesn’t seem to mind taking a little dump with the final line.
Creative criticism or opinion, is not “shitting on the work of others” it is opinion which is either helpful or thought provoking, or (more rarely) worthless.
One of the best drivers for creative excellence is a critical overview. The Australian film industry (among others) suffers from this fear of self criticism (indeed any kind of negative criticism) which is why it continues to produce mediocrity year in year out.
Constant back slapping and the handing out of locally funded and produced awards that mean nothing ( especially those of ones peers) is no substitute for the input of critics who are neither sycophantic nor afraid to offend.
With all respect Richard, you seem to be missing the point.
Creative criticism is generally only ‘helpful and thought provoking’ when it has come from a credentialed source. This is one of those ‘rare’ cases where it is worthless.
Everyone learns from their peers. Peers who are credentialed and respected in their field. Occasionally you can learn something from a less credentialed person, but it is rarely of much value and is usually followed by less than helpful criticism or comment.
Liking or disliking a piece of art or a film is one thing, suggesting to the industry that produced it how it needs to move forward coming from someone who is not credentialed in that arena is nothing short arrogant.
I have read you, and I hear you very clearly; however, I find myself quoting Sportin Life here. “it aint necessarily so”
There have been too many occasions in my experience where even someone completely removed from the project, and with no background in the craft, has given ( perhaps naively) an insight or suggestion which has lead directly to a positive decision, or at least fed a fledgling idea.
…no more drivel from hard hat
Look. It’s another digital agency trying to pull down above the line film making agencies article. Written by a young creative who’s still going through the ‘it’s cool to be cynical’ stage. Get back to the Facebook posts and website designs please.
Aah the digital-first creative. “There are those who devalue the difficult-to-do, in order for their own mediocrity to flourish.” said someone.
I don’t know who the writer is or what’s he’s done but I agree the Optus piece is dreadful.
As far as I can see, this is just his opinion of what he likes and doesn’t like.
Not a crime actually.
Attacking his youth is as discriminatory as labelling ad folks over 50 as over the hill.
I’m sure young Jonny is learning from this attempt at a fame grab.
All that is fine. But what you personally like or don’t like is of no relevance to anyone except yourself. Anecdotal observations in this context are pointless. A waste of pixels for Mumbrella imo.
Wow. I do get what you were trying to do but this opinion piece hasn’t delivered on anything valuable. When you write an opinion piece, the goal should be for readers to agree and get inspired. Unfortunately, you’re going to regret it instead.
I’m so sick of big “creative” agencies shitting on digital agencies, it’s so pathetic. Just because HR was desperate enough to hire you, doesn’t make you a “creative”. He makes a good point – stop mediocrity and make better ads in 2019 (whatever agency you are hired at). Btw, for those sticking up for the Optus ad.. its rubbish and cringe worthy..
Sure, except he is not telling us what a good ad is, or how we can convince clients to make that change.
he is just telling us why he personally doesn’t like certain ads (without any analysis of how effective the ads he doesn’t like may have been) and then projects his opinion as some kind of universal truth concerning the mediocrity of advertising.
Where is the data? The proof points? Where are the recommendations for how the industry can lift itself out of such mediocrity.
For me, this is a shallow, pointless opinion piece. Some may even say it is a little mediocre.
‘Everyone get over yourself’ assumes the comments posted here are from “big creative agencies.” We all know what happens when you assume.
Agree with other posters. It’s nice to hear stories of how agencies won industry awards for creative campaigns. But so much more interesting to hear stories of how they sold more of their clients stuff.
Sadly, the article lives up to what I expect from this publication – not much.
Why is an events company hosting opinion pieces on creativity?
99% of what is produced in Australia is bloody awful, it’s shouty and unsophisticated, “buy, buy, buy Australia”, is normally the catchcry.
Most ads play to the lowest common denominator, which is usually a social stereotype – good bloke, sexy Shelia and the lack of gender and cultural diversity is embarrassing.
Most of the good creative people leave to develop their careers in Europe and the US, few of the really good ones return.
I doubt there is a single one of you in this comment section that could hold up a piece of work that would rival even the most basic of ads being aired in the UK.
To quote my father-in-law visiting from the UK this Christmas, “they don’t half shout a lot, don’t they?”. Yes, yes they do.
And yet you’re here. As is the rest of half the damn industry who are UK expats.
For the weather and lifestyle, certainly not the money ;0)
I’m an Australian who’s only ever worked in London agencies. Premier league ones. Every time I’ve been home I witnessed the ads on TV, press, poster, radio, etc – and I’ve never seen a reason to return. There used to be a much higher standard in the UK – and a benefit to working here – which was working alongside the very best creative people in the world – but thanks to the emergence of digital agencies, the devaluation of creativity, all those people are freelancing or have left the industry. The only problem I see with working in Australia is that most of the top-rated people in charge are nowhere near the talent of someone like a Paul Belford, Dave Dye or Richard Flintham, the list goes on. It’s got worse now that so many Cannes Lions, even D&AD’s have been handed out to work that was either never seen, or never happened. UK and Australia are as bad as each other these days. Only difference is there seems to be more self-styled rockstar/creative types in Aussie, judging by Umbrella articles. Digital agencies seem to churn out wankers who only ever reach mere competence as creatives and go on to make terrible machievellian CDs. You only have to open a magazine, go online or watch TV to see how shit their real work is.
At last someone has called out those quirky dance of celebration ads. Sheriously, how can you call yourselves a creative department and front up with yet another one of those. Why does your client need to pay an agency to default to this junk? And as for the rest of you jackals on this thread telling him he will regret bagging out your mediocrity. No he won’t. Because you do not need to have a solution to call out a problem. You do not need to be a bestselling author to bag out a bad book. And he’s also right about Aussie films –and tv series needing some fierce criticism as they happily bypass this golden age of tv. Screw you guys–I’m taking my hat off to Jonathan Heath.(quirky dance of celebration here.)
Well written