Is there a trend in ads?
It seems appropriate to us to start the new year with the question whether there is a trend right now in ads, and, if so, to observe, analyse and predict what the trend is or will be. So we’ve spoken to a few prominent adpeople we know to seek their views on the subject. Some believe there’s a trend, others don’t. Budiman Hakim, Executive Creative Director of MACS909, asked the Creative Circle Indonesia community on his email. While some respondents say they’re aware of a trend, Budiman himself doesn’t think so. “There may at times be trends in execution styles, but is there any trend in ideas? No. A brilliant idea needs to be executed appropriately, whatever the current trend is. If you create a great ad, it will be followed by other creators, and automatically you’ll become a trendsetter”.
Glenn Marsalim, a freelancer, sees the situation somewhat differently. “To have a brilliant idea is crucial, because it’ll lead you a good result. But lots of ads have the same ideas and what differentiate them is on ‘How to say it’. I agree with Budiman that an idea is important, and can be dead if it does not deliver or communicate well to the audience. It is important to realise that people change in what they respond to, and this can be considered as setting trends. For instance, the ‘George Bush’ ad for Panadol created by Neil French. The idea is still the same that is one is enough, but communicated differently. The use of icon that represents the current issue makes the ad much more relevant to us.” Furthermore, Glenn argued that ads are reflections of community tastes, styles and attitudes and not the other way around. People change, consumers change, and so do ads. Triawan Munaf, Chairman of Euro RSCG Adwork! however said that “Budiman was right. For instance (in general) 'best to clean stains’ is the basic what to say for a detergent product, but that’s the proposition, not the idea. From that attribute we can then deliver fresh creative ideas that well executed. And so called 'trends' can be applied in each step of the brand communication development process. It is not possible that there’s trend in the 'what to say'. It is the nature of human beings to copy from others and be followers. For example, a safety issue in choosing what car to buy was not considered a priority until one day Volvo said so, and it led them to success. Some other brands followed and tried to also use the safety attribute and make it into what to say in their ads. That’s also an example of a trend’, Triawan explained.
Ivan Wibowo, Senior Art Director of McCann Singapore argued against this, saying “that’s the same usp, but different ideas. Anyhow, I think there’s no trend in ideas, only in execution. And as an art director, I always believe execution needs an idea too. During his journey to Africa, Neil French talked to a craftsman who had made a beautiful elephant statue, and asked him how he made such a great piece. He said it is simply copied from one that didn’t look like an elephant. What people want these days is an elephant that carries a person on top complete with its attribute. It needs a big idea which is supported by mini execution ideas... thus, is there a trend in ideas?... perhaps.”
On the question of trends in advertising, I personally agree with Amrie Noor of MAD Communications, who said “Advertising, like architecture, is part of the socio-engineering discipline, and therefore will always be governed by changes in consumers because their nature is human. I am sure we could map the trends in advertising and architectural styles in this country and/or other countries for the past 20 years. An Idea or ‘what to say’, USP or whatever you name it, and execution (how to say, tone of voice) will indirectly be influenced along with the consumers’ behavioural changes. What needs to be protected is the brand’s vision, the brand's soul (Batey) or the brand essence (Bates and TBWA). For instance, Nike’s iconic "healthy life is not merely a style, you just have to do it!" endured through hundreds of ideas and different executions inspired by changes in consumer aspirations and insight,” he explained.
“Another great example,” said Amrie, “is Singapore Airlines (SQ) with its "great way to fly" that has used hundreds of "what to say" variations such as destination, new aircraft, and new execution concepts/ideas including even animation. The only constant is the batik-wearing Singapore girl. Another example is the campaign for the Toyota hybrid car, Prius. It’s an advantage for agencies and admen (read: trendsetters) to be able to come up with a great concept followed by others and to create a so-called ‘trend’. Let’s not forget that the essence of a trend is ‘changing’ because it evolves and adapts”, he concluded.
