Wednesday, December 5, 2012

No, thank you

There must be some kind of zeitgeist bug going around.

Because every agency I walk into these days is not only interested in hawking their cars/soda pop/video game/dishwashing detergent/marital lubricant, they want to start a "movement."

They want to take all the media choices at their disposal, particularly the free ones like youtube, twitter and Facebook, and create a groundswell of evangelical exuberance. They believe that with the right manifesto in hand, the right viral film in place, and the right hipsters in their pocket, they can have the whole country buzzing about their cars/soda pop/video game/dishwashing detergent/marital lubricant.

I make no secret about my skepticism. Some have even made a malapropism of my name and called me Rich Cynical. But seriously, what god-forsaken Faris Jacobian planet are these people living on?

A movement?

The Jehovah Witnesses have a movement.

They show up at my front door every three months or so. Two older African-American women, about as sweet as people are allowed to be, will ring my bell and ask if they can share some of the wisdom they have in their hand. I politely point to the mezuzzah on my door frame (assuming they know what that's for) and tell them, "I'm all good in the faith department."

But if the situation were different and I were at a dinner party and one of the guests tried to corner me to tell how excited he was about a certain car/soda pop/video game/dishwashing detergent/marital lubricant, I would quickly dispense with the niceties and tell him or her to, "Eat me."

I don't know where all this "movement" mumbo jumbo started. Nor do I understand why the notion of it has any credibility.

Other than colleagues in the business who create this nonsense, I don't know anybody who spends time online putting decals on cars or following the tweets of Flo from Progressive Insurance. There's a thing called Life out there and it's best experienced without any so-called "branding."

I look forward to the day when ad agencies put down the Kool Aid and resume drinking whiskey at their desks. Then we can abandon these "movements" and get back to the business of selling cars/soda pop/video game/dishwashing detergent/marital lubricant.

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