I'm out of step with most advertising award shows.
When I judge, I don't go along with the opinions of most others.
I don't go for the 27-seconds of beautiful imagery followed by a non-descript tag and a logo.
I really want ads that are about the product.
Heresy, I know.
Too many ads, imho, could be for anything or anyone.
I suppose we have "parity" products we might as well have parity ads.
I've never believed that.
I've always busted my ass to find a fact or a truth that only the brand I'm advertising can say.
I've been excoriated for having these out-moded beliefs.
But that's ok.
I have to do what I think is right and let the chips fall where the cookies are.
On my way home today I saw this truck. I particularly liked the line "Pumps that Pump."
That's telling it like it is. It's New York advertising. Tough, persuasive and no-nonsense.
ExxonMobil is the world's largest corporation with $491 billion in sales and a market cap of $438 billion. Their tagline is some insipid affair like "fueling life's journeys."
Gag me with a leaky tanker.
Say something unique.
Have an attitude.
Have some balls.