When did skateboarding start taking itself so seriously?
I have an inkling it was when the marketing "specialists" started getting involved:
Lighten up, it's just skateboarding. It's supposed to be fun:
One. Read this excellent interview with Dave Trott (if you haven't already), he is spot-on about many things including creative awards...
Ad festivals prevent creativity. You’re not doing advertising for six million people in the street anymore, but for ten people on the jury, and for a few clients. You win an award, because then Martin Sorrell will give you a raise, and Martin Sorrell can go and tell Unilever that he won an award, and Unilever will maybe give him another piece of digital business. How has that got anything to do with the job we’re supposed to be doing?Two. If something does offer a glimmer of hope about creative awards, it's that Apple just won the Cannes Lion outdoor grand prix for their shot on iPhone campaign. Yes, an actual piece of advertising on actual poster sites. Advertising about an actual product, with an actual reason or benefit. We're big fans of this campaign, as you may know (read our post on it here). It's great to see it recognised. Hats off to all involved.
Yes, actual man-tears. But not because of the feels - oh the feels, them feels, that this tries to prise out of me.
It made me cry out in despair WHAT THE ACTUAL FUCK ARE FAIRY DOING?
What makes them think this is a good thing to be doing? Utterly bonkers, it is. You could tack almost any brand on the end and it wouldn't make much difference, all these 'them feels' pieces are just blending in to each other.
So I'm in the supermarket I'm wandering down the isles and I thinking now, what was it that told me what to think about myself, was it a soap, or a cereal? Who told me off for not hugging, was it a biscuit or an air freshener?
More importantly, I actually feel insulted as a normal human with family members and friends and things, that Fairy – maker of soap and detergent no less – feel like they have some licence to tell me when, where or who to hug. Piss off Fairy. Just piss off.
Whoever decided it was a good idea to make this needs a hug. Then firing.
Then another hug.
PS: I showed this to some other people in Sell! Towers, a couple wandered off midway through, one stayed till nearly the end, then started walking away with a shake of the head. "Wait," I said "You didn't stay for the brand...".
“After all, advertisements are purely functional things, and therefore the criterion is their success as advertisements and not as works of art. Commercial considerations are the judges, not a panel of distinguished gentlemen.”H.R.H. the Duke of Edinburgh, to the jury who selected the Layton Annual Awards for Advertising, in London, 1960.