I'm not talking about the oh-so-bland, seen-one, seen-'em-all advertising that fills our airwaves these days.
Neither am I talking about the ad nauseum use of celebrities in advertising, whether or not it's relevant or appropriate for the brand.
I'm talking about the way our so-called industry leaders happily sing from the same script. They do so without so much as batting an eye in embarrassment at the obviously overused lines they're mouthing.
Has anyone noticed in the many stories that media carries about account wins, how the winning agency head inevitably parrots the same line - "we can attribute the win to the creative and strategic recommendations presented at the pitch?"
Blah, blah, blah.
Just change the name of the agency and change the account and it's the same spiel over and over again.
Surely, in an industry that thrives on creativity and supposedly values this X factor immensly, our leading lights should be able to come up with something ... well, more creative.
Surely too, given how difficult it is to win new business these days, just the idea of doing so should be enough to have us talking about our achievements more passionately. But I don't see passion nor creativity at work in these mundane answers. In fact, we're beginning to sound like a bunch of elderly number crunchers - and that's a sad day for advertising.
- Whoever you are and whatever you want to get off your chest, send your rants to rant@media.com.hk, and we'll print them anonymously.
