Being able to shift tyres = a life skill. Picture via macredeye. Usual rules..A little while ago, I read Herd, written by Mark. And in my Amazon review of it, I expressed that I was really chuffed about the chapter on belief systems. Well, this post is a little bit about one of my own beliefs, sharpened by something James Cherkoff has written and a piece of work Lee has blogged about.
Speaking personally (is there any other way?), I've got to say that I'm someone who really believes in the application of effort. That is to say, if you are someone who is willing to put the effort in, to give it your all, you deserve a reward. I have a lot less time for people who rock up and expect things to fall into their laps. Perhaps this is rooted in the fact that I was an average student who tried, and, through a bit of effort, became a halfway decent one. I don't know.
Put in the hard yards, and you'll get your just deserts. It's why, I think, I don't tend to champion an awful lot of brand ideas; because there is no sense of any effort being put in - if advertisers aren't willing to entertain/enlighten/inform me properly, why the hell should I reward them with a purchase? This ties in nicely with James's blog post above - being thoughtful, and generous as a brand (a Richardism) would seem to be essential, and a lot of 'ad' people don't get that, and believe they can easily sway people's opinions (which they have formed from their trusted friends, in this new 2.0 landscape) ahead of their conversations with, you know, REAL people.
I may not go quite as far as James suggests (I still believe good advertising, which puts in the effort, can have some influence - if I didn't, I wouldn't work in this business), but, bluntly, I'm not much of a fan of the church of the 'brand' or the 'advertising or death' mantra which still seems to crop up in the odd conversation I have with people.
Annnyway. Ahem. Good brand advertising can work if it tries as bloody hard as this Brylcreem spot. It's a lovely bit of thinking, but an even better, harder working creative idea. And, people ACTUALLY participated, unlike a lot of these sorts of things. Enjoy (and check out the Myspace page - it's absolutely brilliant):