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ABOUT ME

Un bon mot ne prouve rien.


I don't like ads, and if I'm honest, I'm fairly sure that nobody really does.
Nobody likes being told what to do, and nobody likes being tricked into anything.
But for the longest time, people didn't have a choice. Ads have been piggybacking off genuine interest since forever.
TV shows, tourist destinations, pop radio, lifestyle magazines—they all have ads attached to them.
But has anyone ever asked for them? No.
There just simply wasn't anything people could do about it.
But along came the internet and ad-blockers and subscription services and democratized content platforms.
Now, nobody has to look at any ads if they don't want to—I sure don't.
So what do people want to consume instead? Tide Pods.
The Tide Pod Challenge had no media spend, no prizes, no celebrity endorsements.
People just wanted to know about it, wanted to joke about it, wanted to understand it—and some idiots wanted to participate in it.
And though few people actually want to see teens dying from chemical toxicity,
When a dog gets bitten by a man, you pay attention.
That's advertising today, minus the life-threatening toxicity...mostly.
The things we make now have to be intrinsically entertaining, intrinsically engaging, intrinsically arresting.
They have to capture people's imaginations and curiosities. They have to make people want to share them.
But you only get that reaction when you give people the unthinkable—like purposely ingesting throat-melting chemicals.
It means attacking conventions, making loud statements, taking risks, showing people something they've never seen before,
And pushing brands where they've never been before,
All while giving the audience something they maybe didn't even know they wanted.
It means we have to start making something more than ads,
Because the old days are gone,
And soon, there will be no more piggybacking.