In Adoration of the old Masters: art history and finding inspiration in Adland.
June 13, 2013
Recently, I was able to use a modest but working knowledge of art history in the formation of a creative marketing idea. How about that? Apparently, those “vanity” classes I took at the University of Wisconsin actually did come in handy. As a matter of fact, we not only used examples from the Renaissance and other important periods to inform the execution of our idea but also to help sell it. It isn’t everyday you see a Raphael or Tintoretto in a PowerPoint presentation. But you did in ours. We even used the word chiaroscuro…correctly!
Saying this was gratifying is an understatement. Especially considering the extent everyone in marketing (including me) obsesses about new media. We get so amped up on chasing or creating the “new new thing” we utterly lose sight on just how vital certain old things can be.
For centuries, paintings and illustrations were humankind’s primary visual media. Instead of clicking through myriad links and cable channels, man sought inspiration or entertainment from still images, the best of which were generally paintings. Earlier generations gazed upon frescoes in their church and if they were lucky got to see masterworks at a salon or museum. Granted, lewd and crude drawing have always pervaded popular culture but the high road was pretty damn high for those electing to take it.
What we make is so ephemeral, isn’t it? The best marketing campaigns in the world quickly fade and die, perhaps lingering as a bit of trivia. The winner at Cannes this summer will be entirely forgotten in five years. Probably sooner. Our masterpieces might be game changers within our industry, and even in popular culture, but most have no lasting value or meaning beyond selling. Few things are more irrelevant than last year’s Gunn Report.
Yet, this isn’t about the dumbing down of society. Or a hate on advertising. For one thing I’d be a hypocrite. I haven’t been to an art museum in years and the SFMOMA is ten minutes from my office. I stay up late to watch horror movies. I blog about advertising! In other words, one finds me on the low road often enough.
How fine knowing the old masters could still be relevant to the creative process, especially mine.