Google Earth Is The State Of Adland
It’s been a little under 8 years now since I worked on a ‘tradition advertising campaign’ for a traditional advertising agency (St Luke‘s). 8 years is a long time in this world – then there was no YouTube, my 8290 didn’t have a camera (and was totally retarded), Steps were top of the (Compact Disc based) hit parade and an iPod was 5GB and looked like this.
Anyway, 8 years on and last night I sat through a ‘prime time’ UK TV ad break (for the first time in several years) and I have to say – the whole experience was pretty much exactly as it was 8 years ago. Same format, same ideas and even the same directors. The only difference being that back then the audience were slightly more predisposed – as most of their electrical entertainment came at them via an aerial.
It’s little surprise the industry is looking doddery. Sadly, given what I saw last night, I have little evidence to make a case for the defense.
Anyways, this train of thought took me to a conference call I was on the other day. I was discussing a brand, that wanted to be a bit like Google, with some people that worked in a traditional ad shop. During the call one of them asked me, ‘How come Google has done so well without ever doing any advertising?’
To answer that question I think you first have a look at what ‘advertising’ actually is. If you think it’s what I saw last night, then no they haven’t done any ‘advertising’. However, suggesting that Google has never done any advertising is kinda indicative of many peoples total blindness to what is occurring around them – and thus, perhaps, the state of the Adland.
My response to that question was to ask the man if he’d heard of Google Earth.
‘Of course I have,’ he replied, ‘but you haven’t answered my question.’
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