The reality was he didn't have the craft. And without craft, his jokes
became vague. His perspective was no longer specific. He stopped
connecting with the audience. He had committed the cardinal sin. His
point of view was generic. Death for a comic.
An hour earlier, I
had watched a great comic in action. Jim Gaffigan. He did an hour. He
had the audience in the palm of his hand. He took mundane subjects and
made them funny because of his perspective. He has his own voice. He was
specific and that's why he connected.
It was hard not to think
of the two comics major differences after seeing them straight after
each other. Why one worked and one didn't. It was also hard not to think
of which one is more like our approach in advertising. Of course, we
don't have the luxury of saying whatever we want in our business.
However, it struck me that the greatest advertising in the world is
normally idiosyncratic and specific. It has a perspective. A point of
view. Whether you like Cadbury Gorilla, Fearless Girl, Volvo's Epic
Split etc there is a strong point of view that gives the work value. And
just as importantly, there is a level of craft in the way it is
executed that makes it bold, fresh and brave.
This may seem
obvious but the reality is the vast amount of advertising does not
follow this path. It is often generic and inoffensive. And forgettable.
advertising process is often about trying to do something everybody
will like. It is often a form of risk management. Great advertising is
about doing something people will love. The name of the gap between like
and love is risk.
Lately, we have been trying to bridge that gap
with personalisation, data and information. Relevance is the word you
hear a lot in terms of placement. But hardly ever about execution.
recent stat that came out of America is that 66% of adults don't want
advertising that is tailored to their interests. And when researchers
explained how adtech can target ads to them that number hit 80%.
is a complicated world. On the one hand, if you are generic, you are
often forgettable. If you are highly targeted, you are unwelcome and
thought of as a little creepy.
However, if you go to a comedy club and watch a great comic, the answer becomes a little clearer.
a comic to reach an audience and really connect they have to be
specific. To be specific, they have to take a risk to get any reward. It
can't just be accurate information, or relevance, there has to be a
leap made of hard earned skill and perspective. They have to give the
audience something of value and the audience will give the comic their
most valuable possession. Their time. This is an exchange that will
Otherwise, the only laughs will be from the back of the room.
And they are not real.damonsbrain.com