Many rumours/warnings/notices said-years before I join in this job field-that advertising is such an exclusive environment. The people working there are full of pride, hedonistic lifestyle, superior but easy going attitude, wild but also smart thinkers.
Well, is it true?
At first I don't believe it. I said that it was a typical stereotype from outer view, and that ad people are as friendly as other ppl in other fields... but then again if you look closely... we ain't that friendly loh, and some of ad people can be snob as hell. More over, I don't know why some ad people are felt that they're required to have a higher standard of living, and are obligated to try entertainment in every way (hura-hura). Drinking and smoking. Clubbing and mingling. Drinking and smoking again. Go to a strip club or joining an orgy party if it's necessary. It is like, they aren't cool enough if they haven't tried those experiences... Hehehe...
When you go to an Award party, you'd most probably find freeflow service and have foggy sight due to the cigarette smokes. And hear chit-chat about all kinds of bizzare awards. Clio, Cannes, Adfest, bla, bla...
When you go to post production houses, you'd most probably find them gloomy and has similar clubbing environment. Smokes required. The less light the better. Personal assistance provided.
When you enter an ad agency, you'd most probably have to find out everything by yourself. Well, I'm lucky working in one of the biggest local agencies that's friendly and constructive. The people are not too competitive, and the award awareness is not too repressing...
Award. What is an Ad Award? Is it like the OSCAR? Or like a PULITZER? Hmm, or maybe similar like Sport Championship CUP?
IT IS NOTHING COMPARES TO ALL ABOVE. We, ad people, mostly didn't contribute anything to the society. Some touching ads, some hilarious ads... so what? In a year or two, they will be replaced by other (more innovative) ads. They will be forgoten. Time flies. Hollywood produces unforgetable movie about history or touching the world through the sight of fish, writers produce unforgetable books that broaden people views about the war, the abandoned people, etc. Athletes produce world records that are inspiring and make people of their country proud. But ad people? We basicaly just sell stuff. We're a part of the big marketing world. Even worst, sometimes we're creating useless demands for useless purposes by manipulating the biggest human's weakness, DESIRE.
Some ads offer instant products for instant results. Promising things that aren't obviously true. Giving two unrelated comparisons to impress. Justify everything as long as it can be valued as "creative" and "out of the box". Seducing people to be sucked in more and more consumptions.
So, what's to brag about? That we are the number two biggest professional liar after the lawyer? (hey, you can never compete that-the name says it all- j/k, lawyers!) What we, ad people, should do is taking part in educating people. We have the biggest impact, especially if we're talking ATL. So, why don't we start talking to ourselves and make a commitment to make ad a lill' valuable.
Great ad doesn't has to be an award-winnning one. Great ad doesn't has to be likeable for everyone (especially for masters in ad). Great ad can be just one that really speaks to the target and inspire them to have a better value of living.
I used to proud working in this big industry. Before I realised that we're actually like FROGS IN ONE BIG CLOSED BOX. I need to come out from the box. I want to come out from the box.
Let's make ad that can be a blessing for others.
Shirley. Never won any ad awards. Not allergic to one. Would be glad if she wins one. But also want to share more to the world.
No comments:
Post a Comment