This old fart

And this how we tackle creative briefings.

I like it a little complex and apparently so do most of the guys in our creative team. Besides, it is something of a given in advertising. Communicate with wit. Be playful. Contrast for clarity. With an explosion of trickery in your exposition. But not everyone goes for it. A few are amused and applaud the effort. Most just want it straightforward. Say it as it is. Simple.

And I keep hearing this: People don't have the time to think anymore. So keep it simple.

Really?

Are we all just reflexes now? Dismissing things that demand a little of our time? And I'm also getting tired of blaming the usual suspects: technology, the immediacy of the net, Paris Hilton. Kung gusto mo, aalamin mo.

But curiosity itself (as an impulse) has become rare. I watch the kids that I'm in contact with and they have no sense of history. It's mostly all the now, and never the how or what came before. And there's a lot of who and what came before in music, comic books, literature, art, etc. Endless volumes.

This is old fart peeve at work.

So yeah, I'm peeved.