In late April of this year two young creatives from the advertising agency George Patterson/Y&R created the attached video. It’s all very funny. Their premise is that by taking an ordinary item on eBay and reselling that item on eBay but by adding ‘creativity’ they can increase profits.
So that’s what their little video proves. But we’re also asked to suspend reality because there is no way in Hell that any of the statements made in their eBay ad could be applied or translated in any way whatsoever to a real world product. And not get fined by the relative governing authorities or ridiculed by the public. Contrary to the belief of some PR hacks, controversy does NOT create cash.
Rather then demonstrating how ‘creativity’ can help sell, I think all this exercise does is to further portray advertising as a profession based on telling falsehoods; that we lie for a living. Real advertising is so much more and it’s a pity that these two kids, and their bosses at what was once the largest agency in the country, think lying is what advertising is all about.
McCann-Erickson have a great corporate motto which I have always tried to live up to in my advertising days; truth told well.
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