The fake boobs of advertising.

A couple of weeks ago the spot posted above made the rounds on the masturbatory advertising "creativity" sites. It's creative. It's beautiful. It's epic.

It's also phony.

Last night, while the TV was on, I saw the "for public consumption" version of this commercial. Horror of horrors, it had copy, supers, a demo. It was commerce not art.
Take a look at the real spot below:



Fake. Real.

Boys and girls, as much as I'm loathe to admit it, commerce is what we do. Seriously, how much do you need to think about the mechanics of skin moisturizing?

I have been banging this drum for a while. Like our society is run by the military-industrial-pharmaceutical-financial complex, our industry is obeisant to the award-show-industrial complex. Agencies, the profit-making awards shows and proto-journalism like Adweek, Adage, Archive and the like are complicit.

If it hasn't run and it won't, it shouldn't be lauded. It's that simple.