Art & Copy. the film.

Art & Copy. the film.

Directed by Doug Pray. Seen by Hermann & Audrey at Design Thinkers.

Basis: The film reveals the work and insight of some of the most influential advertising minds — creatives who’ve “profoundly impacted our culture, yet are virtually unknown outside their industry”.

Dissenters will say, and have said for decades, that advertising, based on the fact that it promotes materialism and attempts to create emotional reactions toward consumerism, can, therefore, never be considered art. Critics argue that true art encourages its audience to think, whereas the goal of advertising is to get the audience to stop thinking and consume.

The generalization of this view and the contrary premise that because advertising is creative expression it is therefore, art, are both too all-encompassing to be true. Good art — true art –  has the ability to provoke action and inspire the viewer. And, back to wise ol’ Nietzche, art inspires others to want to act, to create. Advertising, when done artfully, can provoke this reaction. One of the film’s examples is Nike’s slogan, ‘Just Do It’. Although based on the desire to sell running shoes, the art of the advertising campaign inspired a public to action, toward an ambition for wellness and a more active lifestyle. The film cites several examples of public reaction whereby the public identified with this message and used it as motivation to change their lifestyles.

Instead of standing by and joining the critique of the ubiquity of ad messages, the emotional manipulation, the deception that the ugly side of advertising can be, the truth is that advertising isn’t going anywhere. Some of this generation’s brightest and most creative brains are propelling this industry forward. Advertising will only be more and more integrated into our everyday lives. This film brought to attention the notion that ads should benefit society, be aesthetically pleasing, entertaining and offer shared experiences to the public. The veil of insidious, duping and manipulating ad messages should be dropped forever. We’ve created a world where we must live with advertising — wouldn’t it be grand if it could all feel like art?

In the words of the film, “Hate Advertising? Make better ads”.

The below is by Steve Carty for Blast Radius; client: NikeTraining.ca