This morning I switched off my radio after I got out of bed. The DJ said something about scientology before he played another Beyonce track. On the toilet I flick through a magazine and wonder why toiletpaper only comes in white. In the back seat of the taxi I half-listen to the driver as he told me about his upbringing in Italy. I smile and pretend I went there my last holiday. At lunch I bought a ham sandwich and scull a orange juice that now comes in a new bottle. The show assistant said they changed suppliers but I prefer the old one. I go out for a drink at night, have several before I visit the urinal and head home to crash into bed.
The truth is: no one cares about advertising. It's either we're too busy, or we've grown so accustomed to bad advertising it only appears as cerebral white noise on our radar.
Because of this incessant background racket, everyone's on about integration strategy, social alliances, content creation, layering the product to consumers: BECOME PART OF YOUR LIFE! Of course, wrapping a present in too much paper means the present underneath can loose its shape quite quickly.
I'm not saying I'm for 'matching suitcases' - (stills from ads appearing as billboards) but people, let's remember to keep it simple. Attention span is short! [yours should be waning by now - if you're still reading] There's something to be said for a simple infallible idea that doesn't require a lengthy explanation of why it works or why it's clever. Would you be more likely to buy a product that stops you for a moment in your super-saturated day to think 'wow, that's kind of cool'? Or would you buy a product that ungenuinely tries oh-so-hard to become part of your life?
- JayDub
