The rescue of the 33 miners in Chile, became the media and marketing spectacle of the year.
But, one week after, it doesn’t really matter what happened down there, in those 68 days.
Now, what everybody wants to know is when it will become a movie, a book and, who knows, a Broadway musical, a Disneyland ride, a Playstation game.
Yes, people are more interested in fiction, then the reality and the facts.
And that’s why news seems and sounds more like romance these days.
People don’t really care who the miners actually are, but …

Because you treat them like morons. Instead of saying you’ll sell more of their shit, you say you’ll…
-increase household incidence and purchase frequency.
-emotionally connect with our target.
-build brand loyalty.
-activate consumer passion.
-increase consumer engagement.
-enhance the shopper experience.
-build market share through relevant communication.
-build greater presence and greater exposer among shoppers.
-increase brand awareness through aggressive media and guerilla tactics.
-motivate consumers by embracing their trust.
-increase brand loyalty by enhancing the consumer experience.
-build relevance among younger audiences through social networks.
I didn’t make these up. I pulled them off of one presentation that some agency did …

I was invited to talk on MTV the other day.
They have a show called Debate MTV, where 6 people share their points of view about controversial subjects with the audience nationwide.
So they invited an ad creative (the one who’s writing), a photographer and an art director of a masculine magazine to talk with a feminist, a psychologist and a guy who runs a blog about anti-advertising or something.
The starting point was a simple question:
“Does the media treat women as objects?”
Curiously, the feminist, the psychologist and the blogger were sure about …

Sure its cool to be able to see all the new work on creativity’s site in an instant, but I miss the mag. I guess its the old school art director in me. Cause I do miss flipping through those pages and seeing what was being made. I’ve even held on to stacks and stacks of the old award show annuals. Any other magazines you’d recommend I’d appreciate it… It least they are still printing Archive…
- Kohl Norville

Here’s a little experiment you can try next time you’re at happy hour. Ask a random stranger at the bar what they do for a living and then ask them if their job matters.
Everyone thinks their job matters.
-A pilot doesn’t just fly a plane, he or she brings families closer together.
-A bartender doesn’t just pour drinks, he or she provides escape to the exhausted.
-A movie producer provides the masses with much needed entertainment and escapism.
-A garbage man keeps your homes and neighborhoods clean.
-A radio DJ helps those stuck in traffic …

hey hey! now how about trying to find some in Africa.
http://www.cnn.com/2009/TECH/space/11/13/water.moon.nasa/index.html
- Mark Abellera

You might wonder what this seemingly unrelated story is doing on a blog about advertising.  Well nothing really, except it reminded me of a story a friend of mine told me about a creative director who had the idea and the balls to secure 2 full time jobs at different New York ad agencies.   Apparently he would spend the morning at one and the afternoon at the other and blame his absenteeism at either agency on “creative director stuff” he had to take care of (shoots/edits/mixes/etc).   Apparently it …

I gave a lecture, about two weeks ago, in an university in Rio de Janeiro.
The whole week was dedicated to the new horizons for the new professionals and I was invited to talk about what is new in the advertising.
So I took the plane with a flash drive full of cases and a bunch of jokes in the pocket. And there I was, in the auditorium, answering some questions after my speech.
A girl raised her hand, got the microphone and shot:
-       Fabio, do you believe that the new creatives should …