Latest AD THEORY articles

Every Age Gets The Creativity It Deserves

In the post-digital age of multi-dialogue, multi-channel, multi-platform confusion, our profession has to reassess the nature of its driving force. Creativity, the power to turn “what if” in “what is” has to adapt in order to survive. The challenge and the responsibility of today’s communicators are to extend the nature of “creativity,” rather than merely its application. To put it simply, if every era gets the creativity that it deserves, what kind of creativity does our age deserve?

The Hunt For The New

One can argue that we’re moving from paid media to owned media through sustainable ideas more so than before. And that we’re leaping from traditional advertising to applications and services driving design and innovation, with the goal of ultimately transcending what the audience perceives to be advertising.

A Great Idea is Nothing Without Proper Execution

A friend shared this video a few weeks ago, and since then it has been a fixture on my mind. The video is nearly two years old, and has over 10 million views, but it was the first time I had seen it.

This is such a perfect example of how a great idea is nothing without proper execution.

Too much emphasis is put on the idea. Execution is just as important, and I’d argue more so. I don’t know when the “big idea” became the goal to reach, but it is foolish.

Crappy…good…or sublime advertising? How to tell the difference with 6 simple questions!

How do you know when an ad is good? Are there different levels of “goodness”?

Some would say that you can never totally know in such a subjective field. Others would say that it’s all related to how much the ad helps to sell. Yet others would measure it through quantitative testing that statistically measures the projected awareness and recall of an ad. Yadda, yadda, yadda.

This is a complicated issue, right? Well, it doesn’t have to be if you ask yourself 6 simple questions!

Friend, Enemy or Ally?

My favorite ads of the past few years have been those from Ally Bank. You know the ones with the kids and the oily pitchman who symbolizes competing banks, the guy who dangles a bike or pony or something equally enticing under the kid’s nose? The child enthusiastically bites only to be crushed to learn that the conditions on the offer means the pony is snatched away as quickly as it appeared. Brilliantly cast and flawlessly executed you can’t help but appreciate the genuine expressions of disappointment, anger and contempt registered by the kids who, for the first time in their lives, may be experiencing marketing double talk.

Sky Is Not The Limit

Unlike in advertising, when flying airplanes rules are definitely NOT meant to be broken.

Flying takes a considerable amount of skills, both mental and physical. The number of things you need to keep track of, paired with the high g forces a pilot can experience when flying aerobatics make for a really challenging experience. While being up in the sky gives a real sense of freedom, there are strict procedures and limitations that you better follow closely unless you want to find yourself spiraling towards the ground at 300 mph with a missing wing, or both. Yes, wings do come off an airplane if you exceed some critical limitations.

If You Work In Advertising, But All You Make Is ’Advertising‘ – You’re Doing It Wrong

The ad industry is quickly evolving into a new industry – one that won’t offer only the limited menu of services that’s attributed to it today. I’m not sure if this new industry should even be called advertising anymore, as the term itself can be an albatross to innovation. But whatever the name is, it’ll be even more exciting and productive than in its current incarnation.

Shit Disturbing Is Saying “I Care”: An Interview With Doubt

In a rare and candid interview, I ask Doubt, the sometimes revered and often reviled philosopher, about himself and his upcoming book titled DOUBT: UNCONVENTIONAL WISDOM FROM THE WORLD’S GREATEST SHIT DISTURBER.

Super Bowl Car Ads Not Firing On All Cylinders

There’s nothing like a few car ads to add emotional equilibrium to the over-hyped, over-produced, over-analyzed advertising circus that brought us test babies, Joan Rivers with a body transplant and a cross-dressing burly man. Oh, and lest we forget talking and/or performing animals. What would a Super Bowl be without talking animals? It would be wonderful, that’s what it would be.

Catching up with the Tomorrow Awards’ Shortlists // $73.000 Bar Tab

After chatting with Ogilvy Brasil’s Eduardo Marques about “Whopper Face”, we take a short walk down the corridor to meet his colleague, Creative Director Rubens Filho to chat about another idea that lit up the viral charts and generated an unprecedented amount of blog posts, shares, likes, tweets and retweets when its video went online : $73,000 Bar Tab

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