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Screen Magazine - Index

Screen Magazine - Screen Magazine: Vol. 29, Issue 7 - Index

ELEMENT 79: John Flannery says, “I read somewhere that
Monet had an eye disorder that made [his sight similar
to his style of painting]. I also read that Van Gogh took
medication that made what he saw appear yellow, which
would certainly explain all those sunflowers. Now, I have
no idea if those stories are true, but if they are, who am I
to disagree with Monet and Van Gogh? Of course, I doubt
there’s any evidence that having ADD or OCD actually
makes you more creative or suited to succeeding in
advertising. If there were, agencies would be handing out
Ritalin at the door. Maybe we should try that.”
SCREEN: Social networking sites, web videos and other
online media are a huge market for younger demographics.
How do you go about reaching these groups?
BROMLEY: By immersing ourselves in their world (music,
language, activities, etc.) so that we can talk to them in
their own language. They are the smartest consumer out
there, and they can smell a fake from a mile away.
MA/WITTICH: Any kind of new media presents a huge
opportunity for creativity, and it’s what makes advertising
constantly fresh and fun to work on. It’s easy, though, to
become infatuated with the newness of a new technology.
It still has to communicate a simple and relevant message
about the product in a surprising and disruptive way. That
holds true for creative advertising in any media, whether it’s
new or old.
ELEMENT 79: Depending on whom you talk to, social media
is either the next big thing or already yesterday’s news. I’d
rather just say it’s here, and it’s not going away anytime
Abe Garcia & Benjamin Jara
soon. What’s more relevant to the conversation is how you
approach social media. Sticking to the traditional thinking
that says advertising is all about communicating product
news in an engaging way is the wrong way. Understanding
that social media is all about providing consumers with
something engaging (and useful) and doing it in an
unobtrusive way is the right way.
SCREEN: Commercials these days seem to be pushing the
‘awkward’ button. So many are loaded with awkward
pauses, people, situations. Why do you think this has worked
well (or do you disagree?) and will it ever get old?
BROMLEY: Awkwardness is just another device among
many others. It can be equally effective as well as equally
ineffective. What matters is talking to the consumer in a way
that they can relate to a product. We believe the next big
trend is user-generated media. Even though it’s sparked in
some places, it will continue to grow.
MA/WITTICH: When I’m
trying to think of an idea,
sometimes it helps if I
can identify the creative
tension in a situation. Often
there’s humor to be found
in that tension – such as
the tension that’s found
in the awkward moments
of life. This area of
unexpected juxtapositions
is where many of the most
interesting ideas live.
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Pat Wittich
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