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Showing posts from January, 2017

What comes after authentic content?

So. Santander's latest ad is all about the user generated content.   I guess a bit like the  iPhone campaign back in 2015 , which used customers' photos (taken on the iPhone 6) to promote the product. But it goes beyond that, since while the iPhone imagery was still aspirational, the Santander UCG is very unpolished – very "real." It's very clearly the next level of the drive towards "authenticity"  in advertising. Most importantly though: what's next? Because now that almost everyone's telling real stories, no campaign in this vein will stand out any more. So is it back to artificed aspiration?

On why bullshit only gets you so far.

Everyone lies on their CV – that's resume for you – anyway. No one actually developed all the campaigns they have in their portfolio or book. And I might as well put that I got a first from Oxford since no one's ever checked any of my degrees or references. Source: not me It's fun to argue with people at work. My belief that – at its best – advertising is there to help people lead richer, fuller, more enjoyable lives is often met with mockery from more cynical factions. Ditto my conviction that the truth will generally come out, and that bullshit and lies will be exposed. And so – we debate. Now yes: Anyone who says they singlehandedly developed a campaign is probably lying. And any recruiter or interviewer who believes them is lazy, naive, or easily impressed. But that's why most people would use the campaigns in their portfolio as starting point to discuss successful teamwork. And I always hold up the example of Brian Williams to my daughter to illustrate how lies (sp