We live in a world where everything can be analysed; monitored data relays to algorithms to calculate the transmission of appropriate scripts to create the most effective method of performing a task and achieve a goal. 

 

Now you're deep in thought about the implications of this and the depressing world we live in where we might not have any real free-will anymore and all entertainment and media are merely created by a Superscript to target our wallets and/or attention. I will remind you there is hope.

 

Where much media seems this way, and alot of the time to a degree it is true that big business will always want to be bigger, to line their pockets in gold and will churn out the logarithmically appropriate media to the target audience in order to gain the most profit and repeat the cycle, thereby filling the world's glass with more of the same mundane vino. 

 

The saviour to this depressing inevitability is Creativity 

 

 

Creativity, formed of:

 

- Originality, where there comes a point of nothing being truely original. As only our developing nature of forgetting information where there is always endless new streams of fresh information to replace it will forgive us for assuming such.

 

What remains is still the drive to want to create something for oneself or to share for the sake of pure unadulterated art. The art of creation and the passion of the creator shared across such a limitless field we, and that is a large proportion of the globe, have access to.

 

The original art is what is or should be at the heart of advertising, the thing that pulls the immesurable and without analytics or graphs fulfils that fundamental link that we all share without knowing. The force that in a world where human nature is to be sceptical of ads and wary of anything anyone says to promote something - looking for the catch, prevails as pure without question. 

 

- The Immesurable. Something that will never, and should never be perverted by computer science or analysis or demographics charts. As it is the only thing that humanity can trust.

 

Unique in its' forms and personal to the individual, it's the key to the success of art. Defined as entirely subjective, the meanings are endless and therefore cannot be predicted. No script can calculate how Mrs. Jones will react to a film about a female astronaut in space for 90mins. No script can accurately define the reactions to the latest heartwarming JohnLewis advert or the method of the art form it was created with. 

 

The immesurable force is the driving point that saves people from believing that every company wants to steal their money. The cute duracell bunny, the entertaining owl-like flame and the first direct platypus; all serve as mascots of this force to appeal to the heart within us all whilst simultaneously distracting us from looking into what the catch is. And for a brief moment we trust in a brand. 

 

No matter how long or short that moment is, that trusting window is a white light of hope to secure a customer. 

 

 

It is my belief that the film industry has started down this path and advertising will be quick to follow especially in the age of a booming online world where the rise of the Internet gives us more information about people than we ever dreamt of before.

 

However, the data is from the past, and all analysis is from a previous culture, and the faster we move forwards and the harder we try to the calculate the future trends from the past trends the more regurgitated mundane boredom is produced from old media. And although in the advertising world it may hit sales quotes from a large proportion trying the same tactics and succeeding, the fallout becomes a saturation where too much of the same becomes old, it looses traction and without foresight to predict the future and adapt to it quickly we can only rely on pure Creativity to take a leap, take a jump into the unknown with something new and see how people react.

 

Weak attempts at the 'perfect viral video' are ruining what it was to be a viral video initially, and now more than ever something entirely random and un-calculated; as we start to recognise what is created by a team of marketeers and what is not, is what will be successful.

 

 

As of 29th January 2014, the recent film Gravity has been well received in theaters as a masterpiece both cinematically as a visual epic but more importantly as a symbolic and heart hitting tense story.

 

Tapping into this immesurable area; what could've been a simple Sci-Fi space movie became what could be characterised as an art piece. Like many of the indie film festival greats, it hits this immesurable space that connects with a viewer.

 

During script reviews, the film's creator was plagued with the constant questions. (spoilers?)

 

- Can there be a love interest?

- There's too much silence we need to add some explosions       (can we Michael Bay this?)

 

Luckily all were greeted with a resounding NO. Why? What would be the purpose?

 

- well it's because it's what we've always done - it's what works.

 

However, as it turns out, with these alterations the film would've been entirely different and yet another boring mundane film and most likely a much narrower audience than what it seems to have captured, appealing to various demographics and cultures.

 

So what is my take on advertising?

 

"Just keep swimming" - move forwards and be creative.