When someone utters the words, “there are no new ideas,” he’s either advocating for execution (where the magic happens), for the value of mashups and derivatives, or he has no imagination at all because new ideas sprout like fields of wildflowers in the minds of creative people with advertising problems to solve.<\/p>\n
But what about the time-fractured people on the receiving end of today’s onslaught of ads? Haven’t they seen and heard it all by now? If they have a smartphone, chances are good they’re suffering from content fatigue. <\/span><\/p>\n Matt Batten, <\/a>the executive creative director at Edge<\/a>, argues that we are absorbing more information and experiences than ever before, which erodes our abilities to appreciate the new.<\/p>\n Surely this level of exposure affects our response to the stimuli. Behavioral psychology says it must. So when a creative idea is put forward to our internal teams, and our clients, their baseline of reference is now a thousand times more cluttered. This over-exposure to entertaining and innovative ideas makes the concept before them seem less interesting, less inspiring. More \u2018meh\u2019. We\u2019ve lost our ability to be inspired by the new. I know what he means; yet, I have no idea what he means. Even if it’s true that “we’ve lost our ability to be inspired by the new,” we have not<\/em> lost our ability to be inspired. <\/span>I find new things to read, new music to listen to, new films to watch, new places to visit, and new things to eat as often as possible. I also find new commercials to enjoy, critique, and share. Likewise, the best people in advertising keep finding new ways to tell timeless stories.<\/span><\/p>\n Winevertising is not a ripe creative category. <\/span>T<\/span>his new spot for Inniskillin Wine by Toronto independent agency Bensimon Byrne<\/a> helps to change that by degrees.<\/p>\n
\n<\/span><\/p><\/blockquote>\nCanadian Wine Drama and Origin Story<\/h2>\n