Friday, April 18, 2008

Hal Curtis: Creative Director

"Brand Heroism: Advertising As a Force For Good" was the topic of the evening. Beforehand, I made some notes about what immediately came to mind with the topic: Planning For Good, Likemind, Do the Green Thing, (RED), Egg. The nights' introduction talked about how ethical issues can be interwoven through the creative (and strategic) work. For most of advertising's career, this "good" work has been pro-bono, but a new era is emerging where this work is done first-hand with intention and (financial) pay-off. It's kind of like Google doing everything it does for "free" > providing a service beyond rational benefits, but inherently being a good brand that we trust, love, and are loyal too in return.

Google is deeply, radically purposive: they won't compromise much, if anything, to achieve the goal of changing the world for the better. - writes Umair Haque of the Havas Media Lab (check out more of his writing)

Anyway, Hal Curtis, who has worked on Nike and Coca-Cola at Wieden & Kennedy since 1997, took "heroism" in a different direction. He got me to think outside-the-box. He made me fall in love with advertising (again).

The spot below was not done by WK, instead, Curtis showed it after a spot they'd done for CareerBuilder.com. He compared the spots and said we should strive to do more work like the one below. Check out the incredible spot:



It's this sort of healthy-advertising that Curtis says, we should have out there. In this sense, advertising is heroic > it lifts us up, it makes us feel, it transforms an ordinary day into an extraordinary experience. Not only does this level of work do a great job of inserting itself into the minds of customers, but it does a great job of inspiring better work from the industry it comes from.

Do good work. Strive to make it great.

3 comments:

John Herrington said...

Erin -
Thanks for posting this. I love to see inspirational work like this and hear that others are striving for the same type of healthy-advertising that we aim for.

Donny Jensen said...

Nice post!!!

Ben said...

I love Hal's "Note to Student Art Directors" too,

http://www.headstrong.ca/AppliedArts/design/gdesign3/articles/student_artdirectors.html