Plz stop predicating advertising future, you’re drunk

avenir futur pessimisme

Typical example of a blank, empty interview.

What’s the point of delivering an opinion regarding the future of advertising by gathering all the micro clichés we don’t give a fuck about?

So you really think Google, Vice and Funny or Die will kill ad land? Come on. For the past century, there always have been tons of actors gravitating around advertising agencies without killing them. Media warehouse selling creative ideas have always been around. I can’t tell you about that, I’m currently working for an ad agency which uses to be a press agency…

I also strongly disagree with this bad predicament:

When Rei Inamoto, AKQA’s Chief Creative Officer, was recently asked what the advertising industry would look like in five years time, he answered, “There will be less of it”.

Do you really think a guy working on a digital agency will give you a vision of the future where what he fights against is still as powerful as it is today? No, of course. Don’t ask the fisher monger what you’ll have for dinner.

But yes, there’re some changes. Yes there’re creative directors outside of adland, Accenture bought of a digital agency, yes young peeps no longer want to work in advertising (reading this kind of article, is it really surprising?).

But isn’t the greatest proof of advertising success? Look ahead and open your eyes. Every fucking company are now trying to catch a piece of the advertising business. Banners are the single most popular start-up business model. The coolest companies in the world such as Google or Facebook are advertising-based.

Is it really frightening?

For old sods managing advertising agency yes.

For people eager to create and spread ideas, this is totally exciting.

Why Buzzfeed desperately need gatekeepers

buzzfeed racism

It’s been a couple of years that our newsfeed continually showcase baby koalas and dancing kittens.

Buzzfeed has been created in 2006, during the web 2.0 boom. At this time, traditional newspapers players couldn’t predict social media would have such an impact on their traffic. Today, 75% of Buzzfeed readers come from SoMe.

Quite naturally, there’s a gap between what people read and what they share. Buzzfeed understood this early. It started with lists, then GIFs, then every kind of stuff that people want to like, tweet or share.

I don’t really care about Buzzfeed. They’re smart blokes, they’re taking the money where it is. What bother me is when their editorial line cross the border, producing racist content or stupidity (this French article where BF editor happily explain that despite lolcats, French peeps deeply engage with regional stereotypes and anti-parisian content).

As Eli Pariser phonily explained a couple of years ago, people need gatekeepers to have equal access to a plurality of sources.

A few years ago, French intelligentsia choked when TF1 boss Patrick Le Lay asserted that telly wasn’t about elevating programs but entertaining people between commercials. Yet, TF1 is one of the biggest funder of the creation in France in Europe and is compelled to broadcast all kind of content. Call it communism but this is the French exception and we’re kind of proud of it.

Buzzfeed is like TF1 without gatekeepers. One day if anti-Semitism and witchery are what’s trending, no doubt it will jump on it.

Oups, Godwin point.

Do these awesome Friskies video are meant to adopt new kittens?

Not sure if this Purina Friskies idea of cat mentoring is about stimulating the adoption of a second cat at home – or maybe not get rid of the kittens – but if it’s the case, these pieces of content are brilliant.

Of course, this is the perfect match to produce native ads with Buzzfeed:

10 things I didn’t know last week #173

1. Animal sounds compared in different languages. Japanese is awesome. Thanks Olivier

2. First cloned animal in history was named in tribute to Dolly Parton.

3. FWx is a new food brand “for genY“.

4. Vitamins = VItal AMINeS (a concept invented by a guy named Funk).

5. Couple of years ago, Jean-Claude Van Damme was already shooting movies with drones, advertising it for the Los Angeles Times.

6. A print ad for the bible circa 70s starring Sonny and Cher:

Cher Bibles sonny advertising

7. Grado Labs is an audio manufacturer known among enthusiasts which never spend a dime in advertising. In 60 years.

Grado Lab GS1000i Headphones - For Connoisseurs of Sound

8. Curiosity – What’s Inside the Cube? was an experimental video game amazingly viral. Thanks Ivan

9. Pineapples during 18th century:

If you had a pineapple under your arm in the 1700s… WELL, you were just the richest, coolest kid on the block. I am speaking literally though. People quite seriously took a pineapple to parties to show off, carrying it around for weeks until the pineapple started rot. You could even rent a pineapple for an evening.

10. Anhedonia is defined as the inability to experience pleasure from activities usually found enjoyable, e.g. exercise, hobbies, music, sexual activities or social interaction. Thanks Hugo.