So I read today on BBC news that Britney Spears gets more web searches than Obama. And, normally, if you look down the 'most emailed' and 'most read' lists on the same site, there is a rather large number of these articles about stuff that really doesn't matter or doesn't matter that much - snow in Yorkshire, and some utter toss related to X-Factor.
My mother has long enjoyed the phrase: nothing matters much, and in the end, nothing matters at all.
Jonathan Spooner, a former colleague and creative mind of some note, spoke frequently of his need for 'a holiday from the self'. Or a good excuse to enjoy an alternate reality, which he did frequently with great success.
It has long been noted that FT-reading city boys, however many are now left, take to reading a copy of The Sun within the shelter of the former's pink pages.
And so, it would seem, that we have a desire for silliness - and that the web is a great breeding ground for silliness.
My question, or point of current pondering, is how a planner - the supposed doyen of logic within a creative agency - should write strategies and creative briefs that allow for silliness to flourish.
Because if we don't, we're missing a trick.
2 comments:
I can answer that for you. Sillily, it was the topic of our Creative Dept. meeting yesterday. It has less to do with the brief writing than it does with accepting creative that has no logical connection with the product. Let's discuss later. I need to gather charts and graphs to back me up.
好漂亮 ，大美女！
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