IceCream -

Resolvi chupar dois posts em dois blogs para tirar alguns ensinamentos.

O primeiro é sobre o site da Talent: http://www.blogdeguerrilha.com.br/2008/07/31/lembram-da-talent/

O segundo é sobre o da África: http://www.contraditorium.com/2008/03/20/e-o-nizan-quase-entendeu-a-internet/

Não quero comentar as opiniões. Minha condição profissional não me permite nem denegrir nem elogiar concorrentes.

No entanto, pensei, cá com meus botões: pra que diabos serve um site de agência?

E valendo-se apenas desses dois eminentes benchmarks, tive duas “pensatas”.

A primeira seria: um site de agência tem que ser a afirmação de um discurso, uma tomada de posição, um “eloqüente”, “divertido” e “inovador” posicionamento. Boo!

A segunda poderia ser: um site de agência tem que ter participação colaborativa “moderada” (tanto no sentido de “mediana” como “censurada”). Pediu?

E do ponto de vista funcional, o ensinamento de ambos é claro: “eu vim para confundir, não para explicar”.

Me permito postar aqui esse artigo. Tem a ver com q se andou discutindo por aqui. Alonmé, vc tem discipulos!

By: Nick Law Published: Mar 24, 2008pedr

Fifty years ago, to join advertising’s creative guild, a man had to tell funny stories and smoke a pipe. The patron saint of this exclusive guild was a guy in a suit from the Bronx named Bill Bernbach, who preached about advertising as entertainment. To this day, there are followers of Saint Bill who believe that people are so amused by advertising that they run right out and buy stuff. They believe this because if it weren’t true they’d have to go to Hollywood to tell funny stories, and it’s harder to get a job in Hollywood than on Madison Avenue.

Over time the guild crafted the creative one-two punch that has become synonymous with what they call “The Big Idea.” It consisted of their famous “funny story” tied up neatly with a conceptual bow called the “tagline.” It worked pretty well for 50 years. Making the stories sufficiently funny and the taglines sufficiently memorable was enough to get products attention, so it became doctrine. But now the industry has a problem.

The sage Saint Bill himself saw it coming when he said:

“If your advertising goes unnoticed, everything else is academic.”

I fear there are a lot of prodigiously funny ads that are like the proverbial tree falling in the woods. Armed with a fast forward button, and spending more and more time in front of computers, the audience has exposed a horrifying truth—the sons of Bernbach like making ads more than people like watching them.

Luckily for the guild, there are other places to tell funny stories. Award shows for example. Or the World Wide Web. Perhaps there’s no reason to panic after all. The storytellers will just keep coming up with “Big Ideas” as they’ve always done, but instead of putting them on TV, they’ll figure out a way to “extend” them on the web.

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