“Is Creativity a Commodity?” (Asks Bogusky)

Just one of the thought-provoking nuggets from Jeremy Abelson’s interview with Alex Bogusky.

They are the agency that developed the recent Microsoft campaign and Bogusky’s explanation of their approach is  interesting:

When we started working on this we swung everyone in the agency over to PC’s, and really all of the senior people on the account are working on PCs, and we thought it was really important because we do a thing called method advertising, which is if you don’t use it, you don’t know how to talk about it. And I think in the past Microsoft’s creative had a lot of swirly magical kind of stuff going on, and it might have been because their agencies weren’t working on PCs. So once you start working on it and you understand you can do a better job on it, and I think we’ve done a really good job on it and, you know, one of the key factors is that we use them. I had never worked on a computer other than an Apple, and I thought, “Oh my god! Will I be able to do this?”

Watch the interview or read the entire transcript here.

Meanwhile, on the subject of creativity being a commodity, here’s a topical article on “Dumb Dads in Advertising”.

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