I recently caught wind of some drama on the AdPulp blog. The who’s and what’s and why’s aren’t very important, but it got me thinking about something.
Advertising awards.
There seem to be two schools of thought. The first is “Gotta get ‘em, by any means necessary.†You see this from junior creatives jockeying for better jobs and pay, to CEO’s jockeying for better clients and agency prestige. The second is “Who needs ‘em. They don’t mean jack to anybody, especially clients.†And there’s merits to both arguments.
Kellogg’s could give a rat’s about scoring a Gold Lion. They just want to move more sugared wheat, and if your pie charts and proprietary NoodlePuddle® algorithms prove you can do that, congratulations – here’s your $900 million. Just be sure to keep up with your dues at the Battle Creek Country Club. Their Cobb Salad is to die for.
Ask a group of young uninitiated creatives “Who’s got Kellogg’s?†though and some nerd in the back will start rattling off a couple of different agencies. Maybe he’s right. I don’t know. My point is neither do most of them, because they all want to work at Crispin. Or Goodby. Or Mother. Because they do cool stuff (actually, they want to work at Mother because it’s like the A-Team – “if you can find them, maybe you can hire… Mother). They don’t usually say they want to win awards, but it’s implied. Or at least understood. “I want to do cool stuff – cool stuff wins awards – I’m totally going to Cannes, bitch.â€
But some people ask does “cool†move product? And by extension, justify its existence? Well, it definitely moves cool products. Look at Mini. Or Apple. Or the PT Cruiser. What? You never saw those PT Cruiser wood-panel Michael Paré mannequins on scratch n’ sniff surfboards? Dude, they were all over The One Show. Oh yeah, that only happened in my head. Yet there was still a waiting list to pay 15% over sticker for a Neon with a hatchback. Hmm. I don’t want to get into a whole chicken or egg thing, because I’m telling you for a fact there is no right answer. Sometimes the advertising drives the product, sometimes the product drives the advertising, and sometimes it doesn’t matter. Sometimes cool works. And sometimes it doesn’t.
There’s all the horror stories of “cool backlash,†like Chiat producing one of the most memorable car spots ever, with G.I. Joe wooing Barbie into his Z, leaving Ken alone in the Dream-Condo with an underage and curious Skipper (I saw the unrated version). Not only did that spot win ass-loads of awards, average folks loved it. LOVED IT. It was one of those spots that stuck in the collective conscious usually reserved for gems like the Ditech Guy. Hell, I remember Katie Couric talking to the director about it. Nissan sales didn’t grow though. They fell. Why? I don’t know. It was cool, and people liked it. They remembered it. But it didn’t work. The fact that Nissan wasn’t actually producing a Z at the time probably didn’t help.
Then there’s the upside of awards. Damn, they sure are pretty. They look awful nice in that big case in the lobby. And some potential clients are impressed with them. Mostly in the same way some people are impressed by all those diplomas in your proctologist’s office. Sure, the Goodby’s and Chiat’s do award-winning work and high-profile work. And sometimes it’s the same work. But I’ll bet dollars to Aflac ducks it’s the high-profile part that gets them more business. Do awards help little shops? I guess. I know it fills up a good 9 minutes of meeting time when you show Gatlinburg Tire & Muffler your reel. Smaller clients get to feel like they’re playing with the big boys, and agencies get to swing their big Pencils. Everybody wins. And awards certainly help fuel the creative fire, directly (out of ego) and indirectly (out of desperation). How many times have you been reduced to thumbing through CA at 10pm trying to come up with that big idea? Never? Yeah, me neither.
Personally, I always thought advertising awards were a little silly. Especially when I didn’t win. Strangely, less so when I did. The ceremonies with their red carpets and Armanied celebrities, the “fans†of uber-creatives, the press – have you seen the pictures from France this week? It’s like a Bond movie meets Caligula only with more martinis, less attractive white men and by my count the exact same amount of cleavage. It’s all so gloriously masturbatory. Is it art that should be celebrated? Sure, why not. But someone should explain to them there’s a difference between celebrating and canonizing.
I’m not dissing “cool†or “awards.†Or “sellouts†or “Grey.†I think we need both. One is like our parents, who teach us how to balance our checkbook, and the other is like the uncle that teaches us how to roll the perfect joint. And creatives will always want recognition. It’s human nature. The human eye is trained to pick up on patterns, and the advertising eye is trained to pick up on patterns that win awards. We may not be able to create it all the time, but we sure recognize it when we see it. You can recognize it because it’s usually followed by “envy†and “frustration with current clients.†Don’t forget though, someone’s gotta cash that check from Kellogg’s. And dude, they put candied cranberries on that Waldorf Salad.