Eid Mubarak from Tonic
October 24, 2012
It was a fun week in Tonic Dubai for both branding and advertising
November 6, 2012
How useful would a real BS detector be?

I’ve always loved the work from Goodby Silverstein & Partners for as long as I can remember. It’s also been years since I’ve followed their work for Adobe as it embodies their usual mix of intelligence and madness. Their latest work for Adobe not only continues to move the needle, it’s also very close to my heart.

As some of you might have seen on our 7Things newsletter No.12 of March this year, I have a particular affection for bullshit jargon. You know what I am talking about. This amazing tool for people who have little brain, little education and even less common sense to get away with complete non sense day-in day-out.

For the aficionado, I recommend a character of the second season (episode 2) of Rake who crashes “important” meetings armed only with his bullshit toolkit and gets away with it, mostly. But I digress.

In Tonic we pride ourselves to use as little jargon as possible. Hard task when you sell branding. Even harder with digital. As I often say, it’s easy to hide your ineptitude with jargon. You can spend hours “explaining” to a client how you will get him to the moon. It’s harder to show them what they will do once they are on the moon, and inspire them enough so they do it. Harder but a lot more fun.

Digital people tend to suffer from this almost as much as business consultants. They can spend hours talking complete non-sense to say almost nothing. The shame is that if they put in more effort and try to actually say something intelligible, something that really excites people, they might actually get better.

Now don’t get me wrong. This is not an attack on all digital communication professionals. I know a bunch out there who are awesome. You know who you are. It’s really funny though, they tend to speak in plain English, focusing on inspiring clients with ideas, rather than drowning them in technical jargon. They focus more on what they will do for the brand rather than how they will build all these gizmos.

Just because it’s got to do with computers doesn’t mean we need to see under the hood and understand how it’s built. If we were to sell other products or communication channels this way, we would all have turned into one of those dumb network agencies. Life is a lot better when you focus on outcomes and ideas.

Well, anyway, I think it’s wonderful GS&P managed to put all this into an ad for one of their clients. I hope you enjoy the madness and intelligence as much as I did. I find it hilarious.



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