(graphic fromÂ ihatebillboards.com)
You raved about advertising last night, and it was so easy to believe that you were wrong. Now I see that we were standing in the only spot where I could win. Next toÂ aÂ life-size replica of the mousetrap game, you told me that no one works for free.Â You said Wikipedia is going to fail because experts will never donate their time. Silhouetted in the apocalyptic glow of home-made fire art, you were preaching, sayingÂ advertising is the only option we have, saying commerce is the only real thing.
Sure, I said, deadpan. We all gotta eat.Â
I was smirking, but today is Monday. At rush hour, I know I’m going against the tide. I spend a lot of time with very busy people who, economically speaking, don’t produce shit.Â The work I sometimes do has the cachet of underground. You have to know the right warehouses. It’s exclusive, but mostly it’s exclusive because you have to be willing to put your excess wealth into making your own culture. ButÂ what we do, it never put up skyscrapers. It has no market. It never built Rome, or railroads.Â You know better. You put such power into logos that the Khoasan Road bootleggers label their shoes “Nike” and the first hamburger place in CambodiaÂ uses McDonanld’s colors.Â
But this isn’t about globalization. It’s about you.
Back when we met, click-through was a means, not an end. We sat on the B-school lawn and told ourselves that the older generation were fools, that they had no idea what was good in life. We would only put our creative energies into projects we believed in, even if we weren’t quite sure what those might be. We were never going to work in a cubicle. We would never pitch a campaign to make insurance sexy. Then you got the offer you couldn’t refuse, and every new offer was a hard line pushed out a little bit further. You began to eat well, to afford health insurance, to think about having a family. The shine came off poverty, the outlines of reality shifted, and with them, the possible.
Now you sit in meetings where people say “monetize” without irony. Â
You take in the company meeting and nod your head to the stock price. You tell me that open source is ridiculous, because actuallyÂ Google funds Firefox and Ubuntu funds Linux. And Web 2.0 is for connecting with people — the people you want money from. And Facebook is for demographics, and viral marketing is culture, and when you did edit Wikipedia, you wrote:
A lifestyle brand provides a powerful supplement to the core identity of the customer.
When I read that, I knew the final person you’d convinced was yourself. You think you’re doing a good thing. And you’re probably right. The world really does work this way, because everywhere I’ve ever been, aspiration means money. And money means getting people to buy.
But you’re safe here, tonight. No one is watching. They don’t care if you believe, only if you deliver. So have another drink and let’s say it out loud, together, cut through and admit it: nobody actually likes advertising.