Friday, February 08, 2008

Do You Like Horses?

Apologies for the 'unscheduled outage' earlier, a problem with blogpoll caused people trying to access Scamp to end up at blogpoll. They have also lost the most recent poll.

Doesn't matter. The results had been stable for a while, revealing that 61% of non-digital creatives are looking forward to getting involved in digital, while 39% would rather not.

It may seem easy to write off the 39% as idiots, but that would be hasty. Remember, the question doesn't measure "what do you think is going to happen in the advertising business" it measures "what do you want to spend your working day doing."

I think I understand where those 39% are at. Imagine you were someone who loved horses, and you got a job driving a horse-and-cart. Then they invent the internal combustion engine, and you are now forced to drive a van.

Now, this isn't an exact analogy, because digital is not going to exterminate other media in the way that vans eliminated horses.

But it does show that maybe it isn't fair to lambast the horse-and-cart driver as a "dinosaur" who doesn't understand that "the goods delivery business has totally changed now."

He's just a guy who loves horses, and there's nothing wrong with that.

Previous poll results:
Friday Poll No.18 - Does It Help If You Look Creative?
Friday Poll No.17 - Ad Of The Year 2007
Friday Poll No.16 - Do Difficult People Do The Best Work?
Friday Poll No.15 - Who Is Responsible For Ineffectiveness?
Friday Poll No.14 - Your Personal Success Record
Friday Poll No.13 - Which Department Is The Most Insane?
Friday Poll No.12 - What Music Do You Listen To While Working?
Friday Poll No.11 - What Time Do You Get In?
Friday Poll No.10 - Who Drinks The Most?
Friday Poll No.9 - Press v Online
Friday Poll No.8 - Success Or Glory?
Friday Poll No.7 - Is Reading Blogs A Waste Of Time?
Friday Poll No.6 - Job Satisfaction
Friday Poll No.5 - Festive Greetings
Friday Poll No.4 - Ad Of The Year 2006
Friday Poll No.3 - What's Your Favourite Medium To Work In?
Friday Poll No.2 - Agency Of The Year
Friday Poll No.1 - Which Department Is The Most Overpaid?

14 comments:

Mr Blue said...

Well surely there is something wrong, he's in the wrong business and unless he learns to drive a van, he's buggered.

kate moss said...

I love horses.

Ashley Cole said...

Another analogy:

A guy who likes missionary position sex is confronted by more creative variations (the albatross, tromboning, the pirate etc.).

Missionary is still OK. Just cos it's not the big new thing, doesn't mean it's obsolete.

People who can do great TV/Print aren't buggered. Most of the best virals are TV ads on the web. Most digital creative work is still shit.

Anonymous said...

Most everything is still shit.

Most football teams are shit.

Most countries are shit.

Most people are shit.

Most houses are shit.

Most books are shit.

Most albums are shit.

And, dare I say it, most ads are shit.

I wouldn't pick on digital.

Twas ever thus.

Fiddes Payne said...

Most horses are shit too. The stupid fat,long-faced, whinnying twats.

Anonymous said...

agree with previous.

horses are, for the most part, shit. and just because they have big wet eyes doesn't mean they're intelligent either. they are thicker than your average rabbit. so be warned!

i would caution against ad creatives thinking that online is a different medium to be mastered. it's fundamentally different. you're not filling space, you're creating space that hopefully your target consumers will value enough to give you time of day.

and to equate online with creating viral hits is missing the point entirely. it's much more complex than that.

wrong side of the tracks said...

most good creatives I know 'get' what makes digital and how to exploit it. They can also come up with cracking ideas for it because really good creatves get what makes people tick - and most of them have grown up with the Internet and the birth of 'digital'. I'm afraid the time when 'digital only' creatives could dispense pearls of wisdom about what 'digital is all about' like they are some digital yoda is passing fast - make the most of it. Anyway, back to the point - vans are all well and good, but they're just not as fun as horses.

Anonymous said...

WSOTT,

LOL. very on the money. thanks.

but why do you keep disparaging Bob Greenberg?

;-)

Paul said...

Horse are delicious. Have you ever tried to eat a van?

Rob Mortimer said...

Isn't the point about digital that once you understand it properly, it changes and develops again...

Anonymous said...

I like Horses, but not as much as the lyrics to this song:

Hit the Road Jack and don't you come back
No more no more no more no more,
Hit the Road Jack and don't you come back
No more
What'd you say
Hit the Road Jack and don't you come back
No more no more no more no more,
Hit the Road Jack and don't you come back
No more

Old woman old woman, oh you treat me so mean,
You're the meanest old woman I have ever seen,
Well I guess if you say so
I'll have to pack my things and go (that's right)

Hit the Road Jack and don't you come back
No more no more no more no more,
Hit the Road Jack and don't you come back
No more
What'd you say
Hit the Road Jack and don't you come back
No more no more no more no more,
Hit the Road Jack and don't you come back
No more

Now Baby, listen Baby, don't you treat me this-a way
Cause I'll be back on my feet some day,
Don't care if you do, cause it's understood,
You got no money, and you just ain't no good
Well I guess if you say so
I'll have to pack my things and go (that's right)

Hit the Road Jack and don't you come back
No more no more no more no more,
Hit the Road Jack and don't you come back
No more

Well ...
Uh, whud jou say?
I didn't understand you.
You can't mean that ...
Aw now Baby, Please.
What you tryin to do to me!?

pisspoorenglish said...

If horses could walk on their hind legs, they'd rule the earth. Scary scary fuckers.

The point in hand: Aren't all creatives just like cooks? Yeah you're gonna have a favourite recipe, but you've got to learn the new tricks to stay in business.

Enf of bad analogy.

Anonymous said...

PPE,

not really. the digital divide is a fundamental one. at least with creatives.

a lot of people in advertising have unwittingly chosen the worst possible moment to be really good at doing TV commercials. myself included.

Longjon said...

No, anonymouse 4.06. There has never been a good time to be good at writing commercials. At least not since the supposed golden age of the 70s. I started my first job in a big agency in 1988 and even then it felt like the party had just finished. The week before each Xmas (88 to 94) the Creative Director would compile his "Christmas Chopping List" and teams would hide under their desks praying to avoid the axe (futile, really, given the desks were being methodically cleared above our heads). ATL has been steadily shrinking, it seems, ever since, and only certified geniuses, fucking lucky bastards and cheap-as -chips art school rookies are still viable in it. With signs of another recession on the way this year (it would be the third in my career and they are not funny!) your correspondents probably shouldn't be dismissing any form of work out of hand...