I fear reality is less quote, blog or twitterable.
I live in a tiny village in the middle of Hertfordshire. Once a week I meet up with friends in my local pub. A builder, an electrician, a stay at home dad and a patent lawyer. Quite a good cross section of society I think. As far away from “adland” as you can get. Sometimes I tell them what I do and of course they haven’t heard of any of the campaigns I have worked on. The advertising they remember is at best 5 years old. The only thing they know about is curiously Spotify.
We quite frequently talk about music. And one question keeps coming up: Who is the biggest, relevant band on the planet at the moment. Not the one you like best. The biggest. Ask yourself. It’s not easy. U2? Are they still relevant? Coldplay? Biggest? Who is it? Metallica? AC/DC? The Stones? No. We always draw a blank. It used to be clear: 70s Genesis/Led Zep/Pink Floyd, 80s Madonna/Prince/Michael Jackson, 90s Guns’n Roses.
I have a feeling that the times of big global fame are over.
People have their very, very personal cultural favorites.
Could this be the reason that we need those god-awful awards entry films (we make them too at Dare) for juries to understand the context of a campaign, a banner, a Facebook app? Maybe just like in music, it’s not possible anymore to create truly globally famous pieces of work?
Here’s an idea to revamp awards shows: let’s get a room full of builders, lawyers and electricians and ask them if they have heard of a piece of work – most show of hands wins the Grand Prix.
In the meantime I have made it my mission to create the next Whassup. It’s not going to be easy, but I will try to have fun along the way.
*untrue attention grabbing headline