Earlier today on LinkedIn (someone remind me why I ever log in there), I saw a post from a Creative Director of some sort decrying the woeful state of TV ads and how they lack creativity, and wondering where oh where has the creativity gone.
I know what you're thinking, "In other news, water makes things wet."
Normally, I'd agree. The bulk of advertising is shooting for mediocre at best. Move along. Nothing to see here.
This particular post caught my eye. It started with the writer admitting that he (I believe it was a he) doesn't watch much TV and hasn't for something like 6 years.
This is a Creative Director. Who doesn't pay attention to pop culture. Who doesn't absorb what the masses are absorbing. Who isn't looking for a nugget of how to communicate with consumers in the language they're being bombarded with every day.
There's the heart of the problem.
If you are in an industry that is supposed to connect with masses of people, then you better be paying attention to what those people are watching.
Otherwise you're just talking to yourself. And hoping you reach mediocre. All the while thinking you're so much smarter and more creative than everyone else in the industry.
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