By creating a video of herself dancing around her office at 4am, this girl found a creative and innovative outlet for delivering her resignation letter.
The video is overlong, moves too slow, and says nothing of significant importance worth the viewer’s time. But worst of all, it’s yet another example of the laziest trend in advertising: If in doubt, put some dancing in.
Dancing. From big-budget broadcast to web virals, it’s all many of today’s young creatives seem capable of. “Yeah, let’s put some dancing in this one too! We haven’t done dancing for about, oh, one, maybe even two campaigns!” Dear me, kids today. A true race to the bottom, without concern for the most important person of all – your audience.
I would estimate the standard of creativity required to get a job in a decent ad agency these days is no more than a third of that required twenty years ago. Evidenced by the cooing of her video viewers about how “creative” this girl is.
Look, SHE JUST PLUGGED IN HER FUCKING IPOD AND JIGGED ABOUT FOR A FEW MINUTES. There is precisely ZERO creativity in this work. THIS. IS. NOT. CREATIVITY.
It’s not entirely their fault – agencies these days want content producers and graphics designers. People who execute with craft, but never develop the “ideas gene”. That set of skills that lets them examine a marketing strategy and crash concepts together until they snap into the perfect line and visual that deliver the perfect impression to your audience, rewarding consumers for their time.
The market for copywriters and art directors – people who combine their skills to deliver epic and original concepts – seems smaller these days. But this fucking asskissing cocksucking catch-all of JUST PUT SOME FUCKING DANCING IN AND CALL YOURSELF CREATIVE has got to stop. Kids, STOP. THE. MOTHERFUCKING. DANCING.