Hacker Cinema
Art & Copy
2009 · Film · documentary · 89 min
Directed by Doug Pray
The personal odysseys of some of the most influential advertising visionaries of all time and the stories behind their campaigns.
5 positivefrom 5 commenters
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5 comments on Hacker News
> The adtech industry isn't full of idiots, it's thousands of people like you and me.
> The advertisers who hold all the money could do something by only spending it on good vendors - but who's going to tell them that?
I guess I always figured (hoped?) that the folks like you and I, but in that industry, would speak up to the folks buying the ads, but you're right: Us folks aren't the ones selling the ad campaigns to the folks with the money.
Vendors can't be that aloof though.. can they? Surely they're aware of the impact that poor advertising campaigns can have on their brand? Are you seeing any hints of that?
> Also the most annoying ads are the ones that show the most "engagement" - precisely because they are annoying.
From what you've seen, would you say that despite the growing prevalence of adblockers, these types of "engaging" adverts are still the most profitable today?
I mean, I figured one of the reasons ad companies were getting so vocal about adblockers lately is that it was starting to impact their bottom line. Perhaps just not enough to spur real change yet.
Do you think ad companies will change their ways when adblocking starts to have a more significant impact on them financially, or do you see them as too stuck in their ways, perhaps needing to be unseated by startups who aren't afraid to push respectable advertising and raise the bar?
One of my takeaways from watching the documentary "Art & Copy" was that advertising can be respectable and engaging without being intrusive and in your face, but I can't think of very many recent examples of that. A diminishing art form perhaps.
Art & Copy - similar to Helvetica and Objectified. Good documentary about advertising and design's power, effect, and influence.
The strategy behind both Nike's and Apple's branding is much further expounded on in a great film called Art & Copy. I highly recommend it.
Nike's message is "just do it". It isn't about hanging out with athletes, it's appreciating aspiration and athleticism of all stripes [1]. Nike is a dominant enough clothing brand that they benefit from encouraging general athleticism. Their products are barely present in their branding, if at all.
Apple's message is (and has been) to "think different" and "we're here to help you change the world for the better". Sure, it appeals to the rebellious youth in people, but it also appeals to scientists, artists, and philosophers in search of new paradigms to overturn the status quo. The "think different" commercial isn't about their computers. It's a public service announcement sponsored by Apple.
1. Even when Nike puts Michael Jordan in a commercial, it isn't about "hanging out with him", but about overcoming fear of failure, and "just doing it": http://www.youtube.com/watch?v=45mMioJ5szc
PS: Just searched for "nike michael jordan commercial" for more, and found another brilliant piece: http://www.youtube.com/watch?v=dBxcunGc_nA (again, I'd argue this is about appreciating the beauty of athleticism more so than "hanging out with Jordan").
Let me pass along "Art & Copy" as a suggested movie for those interested in marketing. They talk with agencies both for Apple (Chiat/Day) and for dairy farmers. http://www.artandcopyfilm.com - and on Netflix instant play.
If you haven't seen it, you'd probably enjoy the documentary Art & Copy (http://www.artandcopyfilm.com).
W+K are featured prominently, as are most of the other stalwarts of the marketing industry.