I’m here to answer the question of “what is advertising” before the ice in your drink melts. It won’t be easy, since it’s quite balmy in here. But I’ll do my best.
Advertising is blank. Not fill in the blank, not blankety blank, but literally blank blank. Tabula rasa, vacant, an empty vessel, whatever you choose to call it, this is our industry. However, the idea of blankness inspires me. Let me first tell a story from my childhood. Now, some of you young people won’t remember this, but in the old days, before streaming, televisions used to flicker with static in the wee hours of the morning. You could fit it on the in-between channels, out where programs didn’t dare exist. I would sit and stare at the white noise. It calmed me after a long day of heavy ideating; still does. You might say, it was a truly sensory experience. I’d turn the volume way up and sit with my nose up against the screen to feel the static burn against my adolescent whiskers. Fuzz for fuzz. These were supposedly the channels that didn’t work. But they were my channels all the same. My hopes and dreams came alive better than any sporting event or dance competition. Through the oscillating, trickling snow, I was able to see clearer than ever before, into the wobbly future.
I’m not here to raise my glass to the crazy ones, since there are no crazy ones anymore, just those who are off their meds. So go forth and stare into your smartphones hoping for an answer. You won’t find it by looking to the stars, those constellations have already been mapped.
I don't fret about the future, because the future is merely the eventual past.
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