At the Night of the Adeaters last night, the audience was treated to a range of ads from all over the globe. This morning at Likemind, Mark, Amanda and I were talking about some interesting things we observed there. First, that there was some sort of weird obligation/brand superiority at play. The Sony Bravia Rabbits ad had many people clapping, but it wasn’t really all that great in our collective opinion – and then there was another ad which was based on the same rainbow concept, but people were booing it (I can’t remember which one, but I hope you get the point – just because it’s Sony, people have to appreciate it? As Mark said, what if the ‘plagiarisation’ of ideas was done by Sony, and not vice-versa, as everyone would expect?).
There was also a culture aspect to the responses from the audience. The Neo Sports ad from India, which a lot of us thought was quite good, didn’t have that many takers, though it was was based on some brilliant insight into the country’s consumers. Clearly, everyone didn’t get it. So that got me thinking: is creativity restricted by the understanding (or not) of different cultures? How far has globalization really come, if people in the so-called creative, multicultural world of media don’t really get talented ideas that come from other geographical parts of the world? How likely are global clients like Unilever or P&G, who are trying to create campaigns that can apply across cultures, going to be successful?
Isn’t the limitation to the understanding of creativity an obstacle that we should be actively trying to overcome, or discuss? I haven’t heard a peep about it so far.