The Musings Of An Opinionated Sod [Help Me Grow!]

Which means, it’s had its fair share of April Fool posts.

Some have been very good [even though I say it myself] with different industry people picking it up and commenting on it thinking it’s real.

And some being utterly, utterly shite.

But this year I decided not to do one.

Not because I couldn’t be bothered.
Nor because I couldn’t think of what to do.
Not because it was an Easter holiday on April 1.
But because after a while, it just becomes a bit boring.

I say this because a lot of brands don’t seem to get that. Instead, they keep doing the same thing over and over again without realising the audience have moved on.

That might be because of ego. That might be because of a lack of self-awareness. That might be because they don’t even know who the fuck their audience is … but whatever the reason, they keep doing what they do regardless.

And one of those things they keep repeating is ‘hijacking culture’.

By that I mean either during or after a topical event … they hire a van, slap a billboard on the back, put some headline on it that refers to whatever event they are ‘leveraging’ and then drive back and forth so a photographer can snap it in situ and then send it to the press or put it on the socials.

Hey, sometimes it’s really good.

But often, it just feels pretty sad.

Especially when lots of companies are all trying to do exactly the same thing for the same event at the same time.

Look I get it … it’s a way to get boost attention.

It’s also a way to show your client – or their bosses – you’re ‘on the ball’.

Can’t criticise that … except in many cases, it also seems to have a subliminal admission that they need to borrow from others to make people care about them.

Which is less good.

Yes, I know I’m being a bit of a pedantic asshole here, but here’s the thing … when people expect brands to do this stuff, then you have to accept that you’re no longer ‘hijacking’ anything, you’re simply conforming.

Of course there are ways to do it well.

Wieden were the masters and – arguably – the originators of it.

Which was basically to do stuff that ‘added to the cultural conversation, not just stole from it.

They did it with NIKE for literally decades.

Olympics.
Superbowls.
World Cups.
Winning.
Failing.
Achievements.
Retirements.
Fines.
Spectaculars.

But achieving it wasn’t simply down to great talent, great clients or being quick at doing stuff like this, it was down to 3 things.

Creatives co-run/run the account, not simply make the ads.
They understand the culture around the category, not just the category.
They think in terms of owning the brand voice, not just launching campaigns.

What the combination means is everyone feels there role and purpose is more than just making advertising, but finding how … where … when and who the brand can/should a voice and point of view. It’s more than just being pro-active, it’s a confidence in your preparation.

You know what the brand will say.
You know how the brand will say it.
You know what the culture of the audience want and need.

You’re moving things forward because you’re always moving things forward. Seeing your role as far more than simply fulfilling ‘campaign requirements’ and ‘unexpected opportunities’ but directly and continually driving, shaping and influencing the behaviour and energy of the vision and role of the brand in culture.

Many people will say they do that, few do.

Instead they just churn out stunts or puns that often end up being more for the ego of the people involved than the benefit of the audience it is supposedly for.

Which is the heart of what, in my opinion, separates brands/agencies who get it and those who pretend they do.