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Why Advertising

In all of my job searching, interviewing and writing cover letters, one question I usually get asked is, “Why advertising?” This isn’t new. It’s one of my extended family’s favorite questions to ask, along with “Are you seeing anyone?” and “Are you still doing that marathon thing? How far did you go this year?” (Ahhh, so close.) I’m used to it because my life path changed so drastically sophomore year from pre-med; everyone was pretty confused. I usually tell the story of the classes I was taking, the physicians I shadowed and what I went through when I was changing majors. But that’s the how. It’s not the why.

It can be hard to explain using words the feeling of being a perfect fit. The feeling that whatever direction I grow in will be accepted by this path. I love advertising and I know in my heart that I’m in the right place.

I love that we drive culture by being silly. “Hump day!” Anyone?

I love that we can show our sentimental, passionate sides without being made fun of. Thai Life Insurance “Unsung Hero”

I love that we can start conversations about important topics. Save the Children “Second a Day”, Chipotle “The Scarecrow”, Pantene “Labels Against Women”

I love that we can drive the bandwagon/brandwagon. Oreo “Dunk in the Dark”

I love that we have fun offices.

I love that you can get paid to manage social media. If that’s not the coolest job, I’m not sure what is.

I love that I get to feel useful. It’s not just data entry or cold calling, but something that really puts my education, skills and energy to use.

I love that people take chances on, and believe in, creativity.

I love that it’s a team sport but you still can shine as an individual.

I love that I don’t have to wear a pant suit every day.

I love that we follow technology, art, science and music to stay up-to-date.

I love that we can indulge in silly fads for the sake of consumer research.

I love that we get to tell stories.

I love that we get inside peoples’ minds.

I love problem solving. (“You think all paint rollers are the same? Well let me make this easy for you.”)

I love that we get to give advice and tell people what to do. Is that not fun? I think it’s fun.

I love that we get to make fun of ourselves.

I love that it’s survival of the fittest.

I love that we get to be self-important and give ourselves cool awards. Lions, Effies and CLIOs, oh my!

I love that we can take the mundane and make it inspiring.

I love that sometimes, we can make a difference.

Book Burning Party – Troy Library from Leo Burnett Detroit on Vimeo.

That’s my favorite campaign, ever, for a few reasons. I think watching this case study in class (again, Hi Joe Bob! Great class.) was the moment I knew I was in the right place. First, I connected to it because the agency was Leo Burnett Detroit and I grew up in a few suburban Detroit cities (Novi, Royal Oak, Dearborn and Troy). For reference, Eminem grew up on Eight Mile, and I spent a few years just off Ten Mile. My sister and I loved libraries growing up. My mom loves telling the story of my sister and I running inside, grabbing the closest colorful book, and reading in the giant bathtub in the Troy library. Why a library would decorate with an old bathtub I have no clue. But when we were younger (curly afros in their full glory), the Troy library was a favorite. We moved to North Carolina in 2000, and I didn’t think about those years in Michigan much as I got involved in school, sports and clubs. But there I was in class, and this video was like a direct line to those hours spent sitting in a giant bathtub with a book in my lap. And that bathtub is still there because of the campaign.

This case study told me about how something as unexpected as advertising, the thing I had been taught to think of as manipulation and a waste of money, saved my beloved childhood hangout. That realization itself showed me how advertising could get me to see things from a different angle. It made me aware of my pre-existing assumptions, and made me wonder, what else have I been close-minded about? That’s not who I want to be. I don’t want to work in a field that keeps me close-minded. I want a field that challenges me every day to see the world differently, like advertising. That is why I love working with creative people. I refuse to stagnate.

Like I said earlier, I had been taught that advertising is unnecessary and evil. Just the corporate busy bees manipulating us to buy their products. But that was just not true with “Book Burning Party.” Yes, sometimes it is just corporations wanting to bump sales up an extra percentage that quarter. And that’s great! It’s how things get done in capitalism. But sometimes it’s about making the world better. That keeps me going. Advertising isn’t all bad. Advertising is neutral, if anything. It’s the application of it that makes us see it as good or bad. I love that we can influence people that strongly. Just a few people meeting in a room leads to a whole wave of change. Is that not cool?

I love the creativity of this campaign. Who else could do this? Do you see a political party pulling this kind of thing off? I love that this is just one example of a creative campaign in advertising. This is just a snowflake on the iceberg.

For all these reasons, and more that are probably too silly for me to post, I love advertising. That’s why this question can be hard to answer. There’s no one answer that sums up why I know I’m in the right place. But I know I am.

**Any UNC juniors or seniors who think this life could be for you, I seriously encourage you to apply for NSAC, the National Student Advertising Competition. The application to be on UNC’s team with Joe Bob closes tonight at 5 p.m. Apply here! NSAC is the best possible thing you could do to gain real-world advertising experience without actually being in the real world. Plus it’s really fun. And the client is Pizza Hut this year. Can you say yummy research?

 

Disclaimer: Listicles are one of my pet peeves when it comes to writing, but I couldn’t help it. Sorry not sorry, internet.

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