Words From The Wise @ Tinderflint

Rob Pitman is Head of Production at Tinderflint

2017 is being lauded as the year of many things, augmented reality, live video, dark social, Mobile First (again), programmatic and so many more its honestly exhausting.

Most of these I would say fall in to what David Kolbusz hilariously calls “the creative equivalent of the di*@head who writes “FIRST!” in the comments section.”

Echoing David’s wider sentiment, can 2017 not be the year for genuinely creative and quality work? Perhaps as a symptom of the “always on” epidemic there seem to be far too many “new” ideas surfacing that I’m certain we’ve seen before, a little twist, a little flick and we’re keeping up with the Jones’. Apple’s new AD spot for AirPods is a great example of this, a dancer dances down the street using the product, WOW! In the preceding 12 months alone this same concept has been used in Ads for Thomas Cook, EE and Bose, why do we seem to be running out of good ideas?

I understand the need for brands to be present, to be seen, but is it not better to be seen through the lens of quality rather than quantity, do we know the difference anymore? Great creative work is supposed to hook brands into customers’ consciousness, emote, genuinely engage and sell their product. How can that happen when the sheer weight of content thrown at customers is more often than not, mediocre. You don’t remember average work, you see it, digest it and then forget it, even if it is on a shiny new platform.

Perhaps what 2017 should be the year for is taking a step back and asking every time we create something new, “is this actually any good?” or is it just plugging a content gap? Is there not so much more value in producing work that people want to see?

A fantastic recent example of work that people genuinely want to see is the TV spot for Danish Broadcaster TV2 entitled ‘All that we share’ – https://www.youtube.com/watch?v=jD8tjhVO1Tc

The reason this spot is so effective in my opinion is its relevance to people’s current conscious concerns. In a climate of division and finger pointing this ad reminds us that we all have common ground, we are all people and our preconceived or imposed labels do not define us, what a lovely and deserving message. Aside from the weighty subject matter the ad is shot in an interesting style, almost a social experiment. The style doesn’t detract from the message or feel forced, it is considered and carries the purpose superbly.

A relevant people focussed, creatively executed ad with a genuine message? This is what we need in 2017, more of this please!

Rob Pitman is Head of Production & Co-Founder at Tinderflint