By golly, this new product just might be electrifying.
This story in the International Herald Tribune has some particularly choice quotes from both sides of the debate.
The law is “a rare victory of the public interest over private, of order over disorder, aesthetics over ugliness, of cleanliness over trash,” Roberto Pompeu de Toledo, a columnist and author of a history of São Paulo, wrote in the weekly newsmagazine Veja.
“Disorder,” “ugliness,” and “trash” may sound harsh, but the population of over 10 million citizens must have agreed or the politicians wouldn’t have bothered.
Perhaps even more startling, however, is the reaction from the advertising industry:
“I think this city is going to become a sadder, duller place,” said Dalton Silvano, who cast the sole dissenting vote and is in the advertising business. “Advertising is both an art form and, when you’re in your car or alone on foot, a form of entertainment that helps relieve solitude and boredom.”
Wow.
Everyone has their own way of getting inspired. I like to make clothes. INSPIRACLOTHES.
The Old Model of Advertising is COLLAPSING and the New Model is UNBUILT.
Media agencies, Fortune 500 companies, Broadcasters, Newspapers, and everyone else involved in trying to promote a brand through the traditional 30-second spot and print advertisement certainly have their undies in a bundle. It seems the internet is just so much better at satisfying a media addiction than a magazine and that no one really wants to pay attention to that commercial– the nerve! Long Live TiVo.
It is clear that the Advertising rules of the past are exactly that - of the PAST. Ad agencies and marketers are no longer the chief creators of content. Platforms such as YouTube, Myspace, Forums, and Blogs have empowered CONSUMERS to create their OWN content, including content containing brands. Take note future brands, YOU ARE NOT THE ONLY ONE IN CONTROL. Consumers are eager to take on this responsibility. It is no longer possible to tell the consumer "Just Do It" and expect them to obey. For a brand to succeed, active engagement, active MEANINGFUL engagement between the brand and the consumer must take place. Okay is NOT good enough, it is actually worse than doing nothing at all. If you have something to pitch, you best be doing it right because consumers are pretty damn smart. Really.
I am personally eager to be involved in this CHAOS. In times of CHAOS the most original minds in business win. So get out of your box and create. This post was inspired by the untalented psychic who told me nothing but lies and horse crap, but who also said I should write more. Voila.
This article on AD AGE explains what I am talking about in more depth: http://adage.com/article?article_id=115712
