Awesomeness, Advertising, and You
This blog is a Part 2, of sorts, discussing the ideas of the economist Umair Haque and their applications to the advertising industry. If you'd like to read Part 1, go for it. I'll be here when you get back.
In my last blog, I said "The advertising industry is circling the drain." While I stand by that comment, I am not one who thinks it's all our fault. I know most of us fight the good fight. We're dealing with some terrific obstacles within the status quo, and it's not making our evolution an easy process. With that said, its always good to take an honest look at reality, and try to bring in fresh perspectives.
In "The Awesomeness Manifesto" Umair Haque argues for a singleminded focus on being innovative. While Industrial Age - style innovation has brought about many wonders, it cannot continue unexamined if we want to start building an economy based on genuinely better products with real value. Umair Haque proposes "Awesomeness" as an alternative. What does Awesomeness mean? Per Mr. Haque:
Ethical production. Innovation turns a blind eye to ethics...Awesome stuff is produced ethically.
Insanely great stuff. ...innovation is less concerned with raw creativity. Awesomeness puts creativity front and center.
Love. Love for what we do is the basis of all real value creation.
Thick value. Let's face it: most value is an illusion...Thick value is real, meaningful, and sustainable. It happens by making people authentically better off.
Companies that do all these things probably do a good job advertising their products. Hell, companies that do this may not even need much of an advertising budget. How can the advertising industry support brands that are trying to think this way? How can the industry encourage their clients to be more awesome? All that depends on the relationship one has with their clients, and the client's internal political structure. Encouraging our clients to be more awesome isn't a sure thing. But we can definitely make a commitment to be more awesome ourselves.
Let's start with ethical production. It is probably a stretch to claim that creatives and account executives are being exploited in air-conditioned offices with Free Bagel Fridays and flatscreen televisions. But when the advertising we create is loud, pushy, crass, or dishonest, that is a form of pollution in our culture. You know the kind of ads I am talking about - dumbed-down sales pitches that feel like someone is boxing your ears. Ads do need to sell, but good salesmanship does not involve hitting your customers upside the head. We can also be more ethical as an industry by giving up on unsolicited mail and cluttering "guerilla" postings. What about insanely great ads? Well, that depends first and foremost on what we can come up with and what our clients have the stomach for. I understand all the challenges that face us when we try to do great work. It's not any easier in other industries. I do not advocate "creative for creative's sake" in advertising. Advertising works best as a fusion of creativity, craftsmanship, and salesmanship. I believe creativity is the most powerful force in the universe, and if we let it do its thing, obstacles can be toppled on a regular basis. We may not get where we want to be immediately, but gradual efforts have a cumulative effect. There's no reason not to try. Love! Well, let's be honest. The ad industry has not been a very lovable mistress these last several years. I've had my Dark Night of the Soul moments, that's for sure. But then, I've also had moments I love. I've made hard-driving clients cry tears of joy. I've had people I don't even know tell me my ads and my writing inspired them. I've worked in teams where our connection with each other was near-telepathic. I've had hardworking businessmen tell me my work helped them achieve a new level of results. We don't have to love all of advertising, but we can love it when we reach our highest ideals. How can we create thick value? How does advertising make people better off? I would argue that advertising only gets solid results when it makes people's lives better. If it doesn't, it's not going to have any effect. And worse, it diminishes your brand in the audience's eyes. We can make people better off by informing them, entertaining them, and inspiring them. Generally, U.S. consumers despise advertising but everyone is able to cite certain ads and campaigns they really like. When they explain why, it's because they got a tangible or an emotional lift from it. Sometimes, the ads even help people form connections with family and friends. Again, I know it's a tall order. But we have to try. Soon, I'm going to be blogging on Umair Haque's wonderful advice for marketers. Stay Tuned, and have a delightful holiday weekend.
