Over at the splendid oak-panelled online ad chattery that is IFTHISISABLOGTHENWHATSCHRISTMAS DOT BLOGSPOT DOT COM i found this awesome post about YouTube and it’s effect on creative advertising ideas.
we’ve all seen clips we could steal stuff from. that gave us ideas that could have been ads. you know, amateur productions with great ideas but poor execution.
I was going to post a comment but it would have been too long.
here’s my take on “originality” in advertising. I don’t think i’ve ever seen a truly original ad in my life. i shouldn’t. advertising reflects the culture it’s in. much like you don’t see too many wackily dressed salepeople. the overall demeanor of a salesperson is to be familiar and friendly. not mindblowingly strange. most brands are simply trying to make friends and get considered for purchase. that’s pretty much all you can expect. it’s down to the quality of the product after that.
so stunningly original ideas (whatever they are) are not ideal in that context.
Most popular things that are perceived as being original are merely fresh combinations of existing ingredients.
Does true originality in fact exist? Nobody grows up in a complete vacuum therefore we all are the product of our influences. Nobody is “untainted”. But I think as we get older and grow into ourselves the original part is that thing that only we can bring to the mix. Our unique combinations of things that already exist. Our personality. Our unique flavor. That’s all there is. IMHO.