It starts as one great idea. Let's take Got Milk? Then let's add Got Beer, Got Yogurt, Got Condoms, Got Fleas, Got Music, Got Fish, Got Jesus and 10,000 other rip-offs of a simple slogan created by countless marketing "professionals" who's last good idea was a decision they made in the finance department where they should have stayed. There's a whole website devoted to all the copycats of the "Got" campaign. Which leads me to ask the question, what happened to original, fresh, creative advertising?
Apparently, it turned into boobs, which is ironic considering who's coming up with this stuff. Flip through any Las Vegas magazine. We need to sell sushi. I know, let's put a boob on it. We need to sell condos. I know, let's put a boob on it. Nightclubs? Boobs. Restaurants? Boobs. Clothes? Boobs. Beer? Boobs. Boobs. Boobs. Boobs. Boobs are the new toolbox for creative professionals. Adobe Photoboob. Microsoft Wordboob. Macromedia Boobmaker. Crayola Boobmarkers.
When did advertising professionals decide that the solution to all creative problems were boobs? Or rip-offs? Or copy cats? The downfall of great advertising began with the operations guy that decided every silly idea that pops into his head is great. Or perhaps it can be blamed on his secretary which he promoted to marketing director because he liked the way she color-coded his file folders which means she must be creative. Never mind the purple dress, green pumps, white belt with gold "I'm a Gemini" buckle, blue eyeshadow, pink glossy lipstick and silver glittery eyelashes she's wearing while she's giving a a college educated art director crucial creative input like "don't put too much ink on the page, too much ink destroys the environment and that kills the whales and stuff." (True story, yes, it really happened.)
You know the guy I'm talking about. He usually starts his sentences out with "this is not my area of expertise...but." He's the one with all the yes men around him to support every dumb thought that rattles around in his head and drops out of his mouth. The problem is he never went to school for advertising. He never studied art or design. He thinks his girlfriend is the perfect model for all of his advertising, and he doesn't mean after she gets her braces off, loses 30 pounds, grows a foot, shaves the moustache and the burns heal from that curling iron mishap.
So where do we go from here? Well I say that out of respect, Got Milk should simply stay Got Milk and What Happens in Vegas Will Stay In Vegas. Advertising professionals should JUST DO IT because it's the right thing to do. And we should leave creative development in the hands of those that are trained to do it. After all, would you rather have a high-strung ad guy on his sixth cup of coffee and seventh round of revisions performing laser eye surgery or just marketing it?
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