Many years ago in another galaxy far, far away, I was part of a musician and composer crew that created tons of advertising for TV and radio. Our story today begins when my group was up for a national ad campaign for a major retail brand. Our version of the campaign was a very lean orchestral approach and featured a vocalist who now performs with one of the biggest artists in the world. Conventional, yes, but really beautiful.
Our competition was an electronic dance theme–ok, call a spade a spade–a brittle and annoying masterpiece of triteness. Really in your face and we knew it would jump out of the television speaker at frequencies that would make dogs all across the country go nuts. (Always remember this old chestnut about television: People you will never meet really are inviting you into their homes, dogs and all.)
There were two creatives in the room with us, the other musicians and the account relationship manager. The relationship guy would ultimately make the decision. Our guy played our demo and tried to sell it, and the other creative did the same with the dance theme of which he said, “It really gets your attention!”
Long pause. The account manager got up from the table and walked up to Mr. “It Gets Your Attention.” He slapped the guy in the face.
“That got your attention, didn’t it?” Pause.
“But did it make you like me?”
Remember, Chiat Day seems very interested in trying to explain their “PIRACY IS PROGRESS” campaign by claiming that the name of the campaign is “Artists vs. Artists.”
Like that changes anything.
So I happened to run across this image on the Chiat Day NY site. I’d like to link to it, but they evidently took it down.
What do they call the campaign?
Artists vs. Artists?
Apparently not. Well, they sure got some attention.