The Inkstained Mind: Et troisième...

3 Mar 2011

Et troisième...

We had a lot of fun creating this narrative for a forthcoming 5-litre, 416bhp, V8 sport sedan - the ISF from Lexus.

First, let's see what happens when Lexus takes off the Savile Row overcoat and the monogrammed gold cufflinks; and loosens the silk necktie. Shocking, indeed!

All because (now, I'm assuming this) some muscle-car jock pissed-off a bunch of timid, bespectacled automobile engineers... who have access to a exclusive Formula One standard race track and some serious number-crunching hardware.

Now, after teaching muscle-car boy the difference between "drag" and its "coefficient", they need to sell some of these "Eat my dust, s'il vous plaît" machines. No problem. We have an App... sorry, Ad, for that too.

One more.

We had pitched for a Private Banking brand... It may sound a bit vain, but perhaps, we should've landed the account on the strength of this concept alone. Ok, that is vain.

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WHAT IS ADVERTISING?

It's often called the world's second oldest profession.

But while the scope of the oldest one has changed little over time, the evolution in the way we communicate has had profound impact on Advertising.

In the ancient and medieval world, Advertising meant word-of-mouth. In the 1500s with the development of printing it became a 'paid public notice', disseminating the message to many. And it had Copy & Art.

Then came radio, TV, computer, cable TV, Internet, mobile phones, Internet on mobile, and it's still not done... Even what we perceive as 'change' is changing. Continuously.

So what is Advertising today?

Honestly, I don't know.

But I do know from a dozen years evolving with the business, that Advertising is most valued when it can make a tangible difference for the advertiser.

That has not changed. And probably won't.

UPDATE: Nothing's changed. But in a way, everything has.

As you see, my focus has shifted - evolved in a way - to a larger canvas. The shift or evolution was gradual, and may be have been discernable to the more observant reader.

While I was delving into the influence of media in society to better understand how perceptions are created, evolved and disseminated, I chanced upon a thread of knowledge that I frankly never knew existed.

My conclusion is that a deep pool of awareness and consciouness exists beyond the shallow narcissistic boundaries created by the convention view of social media and the Internet.

My aim is to send my readers down any path that can lead to this quenching pool.