There’s been much talk recently about doing ‘awesome’ stuff.
Faris is a particularly strong exponent.
To many, it might seem hyperbolic – an excessive superlative used merely for effect.
But it’s not.
When it comes to advertising, we have two options: death or glory.
Which only leaves us with one appealing option.
Stuff that inspires people’s awe and wonder.
Sadly, a toned-down compromise that appeases a variety of different stakeholders simply isn’t going to work.
‘Good’ just isn’t good enough.
If you’re not looking at the work and thinking, “F**K yeah!”, chances are that the audience is simply going to pass it by.
In advertising terms, that’s death.
So don’t be scared of hyperbole.
Be scared of mediocrity and blandness.