without exception to all the crap galactic happen in life. Then there are those who come to his senses after a laugh on us, and who even before the evidence continues to believe it. But when you're one of the world's most famous artists such as Picasso was understood that one of your bullshit they make an aphorism for decades to come which will become the biggest excuse used in creativity. Of course I am referring to the famous: "Good Artists Borrow, Great Artists Steal"
Why, unless he was referring to the economic factor where good artists are open mortgages for a living while the great artists for the simplest of doodles "steal" figures with several zeros to wealthy patrons, I think it's bullshit.
and strong in this dogma is what it produces:
Sure sometimes it happens, but there are creative as modus operandi simply log on the internet before connecting to the brain and think of an idea. And 'the work of this creative? Add a logo to the work of others? Or look on the Internet to find an artist to ask you to associate their ideas in a brand?
I say mine. The Uga, today, is very dangerous double-edged weapon that creates serious problems in a frail and dying as our produced products not at the height of a creative professional.
On one hand, customers are drawn from low costs to have the creativity that they want without the possibility of inconsistent: fish in the large group of proposals that most closely matches their idea.
I already imagine the CEO and marketing director: "Fuck that's cool they make me what I want without breaking your balls and pay them more than I spend on an evening in Corso Como."
"But in fact, who makes us do to go to some agency that they think they know everything and maybe stoned their presentations, proposals that we have not required much creativity ... they end up doing as we We just ask us a lot of money. "
Another risk of Uga is to generate a dangerous distortion of the concept of creativity. Who has not experienced it moves through imitation and those who travel for imitation in Italy fucked. If there is based on what goes on TV, on what you see in newspapers or on billboards we would be in a moment to campaign only Belen Rodriguez (oh my God is already happening!).
Seriously do mimicking creativity creativity is useless highly counterproductive.
Sometimes, however, that the results of 'Uga are professionally appreciable but usually are limited to logos, corporate identity, web design. All things indeed valid and creatively challenging, but require a less productive effort (just a package adobe). When it comes to ad campaigns or the quality undoubtedly will suffer (often lacking, photographers, post producers, directors, production houses etc. ... etc. ...).
Just out of curiosity I took a ride on Zooppa and tried to spot what should be the top rated site, winner of a contest and then paid for and used by the client (an energy drink.)
With all ripetto to those who have dedicated time and effort, I think that one spot requires more commitment to a home movie shot in her apartment with a group of friends. Pass this on a product of creativity at the service of a product is so serious a heresy by having to be punished by the disintegration on the spot.
I'm ready to go back on any criticism about Uga Uga, where a site will come out of a movie full of Carousel. It will not be impossible in the future. But today's best to stay away from Uga.
The following dialogues are taken from two internal presentations to the account. Sentences are real and involved (although not word for word). The first made an international agency. The second in an Italian agency. I was present at both.
Creative Director: "Ok, that's all. Thees are our creative ideas. " Account Director: "Hahaha, I Like Them. In Particular This is hilarious. Maybe there's something But That Does not match the brief I think I will Able to manage it. Which one is your recommendation? " Creative Director: "Of course the hilarious one." Account Director: "Nice. Trust me we can make it happen."
Creative Director: "Ok, that's all. These are our creative ideas." Account: "Hahaha nice. This makes me laugh, but I do not know if you should present it. They expect something more sober, more in line with their communication. They also do not fully reflect the brief. Yes ok you talk about quality and savings but does not seem to see references to variations in visual perfume. It's not that you can put them in some way in the title or as a reference chart somewhere? Then I really do not is that you can make a road safe, to say exactly what it says in brief. It's not that we want to do creative things, but maybe they get scared and you need a way to reassure them. So go with a safe road and the road with two small amendments to communicate the range of perfumes. " Creative Director: " And this is our recommendation? " Account: " by Yes, this is the we can present the end as "addition" to show that even things we do "strange".
Moral: Working favoring the customer to release a campaign that meets him, but not the agency should NOT be considered a professional success.
returned from vacation I made the terrible mistake of spending a few tens of minutes in front of the TV on. I saw a little 'what passed and I am very sad. Telecom
only shows tits and ass that felt so much useless point to another.
Ferrilli The payoff is the protagonist of the worst I've heard in my life: "Blessed chisseofà the sofa" (why not a finer "ER sofa" I'm at the point?)
But the worst thing that saddened me the most is this:
in mind even with the Grand Prix Film, in my opinion deserved the Cannes
I find a spot in front of essentially the same product: bubble bath. Here it is:
I almost fainted. What a disappointment.
Evaluation.
But how is this possible? Because we live in another dimension, a dimension of dark, compared to the U.S.?
The first answer that marketers will tell, but here in Italy people do not understand certain things, will never give the test results online. Well I do not think that the average American is far more intelligent than the Italians. They elected a president (Bush) that has governed and made decisions only for his own interest (I have it!), is stoned in front of the TV to raising idols totally useless just because people take part in some reality show or TV show (I have it!) people are extremely racist and mentality that chiusissima not change their minds even before the evidence (I have it!) etc ... etc. ...
We're pretty similar, I would say that in some ways are even more stupid than them (right to bear arms, machine gun wielding massacres in schools, healthcare system designed for multinational farmacenutiche, eat a lot more shit about us ...) and yet they campaign much more intelligent, brave, funny, in a word beautiful than ours. And that work, "I'm on a Horse" became a smash, make T-shirts, continue to make video on the internet with millions of hits.
What will a spot like that of Vidal? Nothing. Enter and exit from the ears and brain of those who have forgotten to change the channel. And only an asshole (I) the load on youtube only to speak ill of him.
But if the fault lies not in the intelligence of the target, then whoever is in manufacturing and distributing these things. Just those "Marketers" who make up tests until the test results do not reflect what you would like to tell them. One of the rumors said that WK have agreed to make Old Spice as long as there were no tests and that the customer bought the outcome without comment. How long has put its marketing and customer Vidal? Assuming that creativity is zero accounts are easy to do.
But the blame can not be them, they are children of a advertisign stagnating for decades, they do not look at Cannes, do not look at what's outside the borders, are not creative.
The fault is ours, that we bend to 90 degrees, which take a client to do only and exactly as he says losing sight of what really we need to do: to win and entertain the masses. They succeed shaved teenagers who put videos on youtube, we do not manage us.
We need a cultural revolution, we have to produce creative courageous risk. Idea "creative" might not work, but if it works it is a turning point, the product will be remembered much more than a shit spottino like all the others since time immemorial. Risk, risk, risk. We refuse to be mere executors of orders from customers, we find our identity. That's the difference, the large agencies abroad do not lower the pants, we go with the Vaseline in his pocket.
on holiday when I said to friends of friends that I was advertising, most of them went on to say: "Nice, I like that of the walrus that slaps the guy." This remembered the campaign (BBH, London) that was more out of the box standard that we created and we can not stand up away. He did not like De Sica, or Belen, not humming the songs on "CheBanca!" . People (who I met) like a fucking walrus who took aschiaffi a guy.
why is there any chance of changing, people are tired of the advertising is always the same, we must take risks. Have Shit!
