The trend will end, clever is forever
Our greatest work is not about a fleeting trend, it’s about a lasting truth.
I believe it was David Ogilvy who said, “Advertising is not about what changes. It is about what never changes.” Fundamental human needs and desires rarely change or follow fickle trends.
Capturing the zeitgeist has always been a powerful mainstay of advertising, so we can’t ignore this very real dynamic. Especially now in this world of “trending.” However, it tends to lead to short-term versus long-term, disposable executions versus memorable ideas.
Today’s fashion will quickly go out of style. Let’s not have our ideas go the way of the mullet, leg warmers, the pet rock and parachute pants. The truly great ones capture something clever and timeless that make them great now, 20 years ago, and 20 years from now.
For ideas that endure, think classical not topical.
