February 10, 2011
Derek Walker, who is “the janitor, secretary and mailroom person for his tiny agency, brown and browner advertising based in Columbia, S.C.,” wrote an entertaining essay this week in AdAge entitled, Ad Agency Dinosaurs Are Not Extinct; We Are Adapting.
Being four decades and change myself, I can appreciate Derek’s take on the Logan’s Run mentality permeating our business. (In the movie everyone turning 30 is killed to preserve society. Or some shit. I forget the details.) Derek paints a picture whereby a “digital asteroid” supposedly kills off all the oldsters in Adland, leaving just twenty-something’s in control. I say ‘supposedly’ because Derek refutes that perception. To the under-thirty, who claim digital superiority, he writes:
“You just can’t see it now. You misjudge how deep our talents and abilities run. You’re too busy laughing and ridiculing us. But understand — please take a moment to grasp — that for my fellow dinosaurs and myself this digital age is no killer asteroid. It is like a new hunting ground has opened up. And the prey is so unaware of how dangerous we are. They don’t even run away anymore. Digital has not destroyed us. It has exposed a whole new hunting ground.”
Like I said, it’s a fun piece. And it’s about time someone wrote it. Save for one or two brave rogues (God bless Bob Greenberg and yes, God bless George Parker), most ad industry folks really do obsess over the topic. Call it Youth in Advertising.
Or, better yet, call it bullshit. This idea that only kids understand –really get- digital is just fucking lame. Look at Hollywood…from behind the cameras. Since the beginning, rich, old fucks have been making films for punk-ass kids and the kids eat it up. Yet, only the actors belong in their peer group. Chances are the creators are 50 plus. No one calls James Cameron a dinosaur. He seems to get the technology thing. And putting aside Sanctum, he knows how to tell a story. Something too many kids in Adland can’t do, or even more unnervingly, won’t.
So, why is ageism so rampant in advertising? My theory: we’ve coveted the 18 to 34 demographic for so long we’ve subconsciously accepted them as our superiors. I myself have romanced the child-like wonder of creation, gleefully calling the creative department Romper Room. But staying in touch with your inner child does not mean you have to be one. They are not our superiors. In fact, in many cases they are vastly inferior. Consider the following:
People under 30 get Asian tattoos on their arms and think it makes them look badass. People under 30 think paying money to see dopes spin records is a concert. People under 30 pay money to see dopes spin records. People under 30 grow beards. Inexplicably. People under 30 make fun of ironic tee shirts yet they wear them anyway. People under 30 think making fun of shit they do makes doing it less stupid. Like wearing ironic tee shirts. Like growing beards. Like getting Asian letters tattooed on their arms. They think comic books are books. They think video games are important. They think that they think. And yes, these same people think they know how to make creative better than we do.
Well, on behalf of every creative director old enough to remember the Avid (let alone cutting film with a blade), I say Bravo Derek Walker. 40 isn’t the new 30. It just might be better. Um, except for having to get a colonoscopy. That sucks.
Finally, I know people under 30 like to hate anonymously (Man, do I ever), so have at it, boys and girls! Next post back to acting my age. That means less cussing and I can’t use the word “badass.”