For a magazine like Creativity, which is all about fresh ideas, it is rather sad to be recycling someone else’s idea. It is another great example of the ‘Me-Me-Me’ attitude of a lot of advertising creatives, and creatives in general, burying the lack of concept under a great pile of Wow-factor, even if it is an idea that is ‘borrowed’ from someone else, and even if it does not make half the sense in its new, adopted, environment.

Looking through the magazine’s special Awards edition, it sheds light onto why so much advertising does not make any sense anymore, although original in all sorts and forms. The center of the magazine has a chart detailing how many awards which agency, which Ad, which CD, et cetera has scored ‘this season’. This is the target audience, this is the market, this is what’s on the mind of Creative Directors out there. You, the consumer, definitely come second. (I wrote about the decline in Advertisings’ messaging a while back as well.)

On a positive side note, and to give Creativity some Kudos as well, the ‘Peel ‘n Taste’ experience I wrote about yesterday, see below, was featured in the very same issue of the magazine.