The Difference Between Art And Advertising

Effective Advertising, and The National Lottery.

Author

Pedro Porto Alegre
December 13, 2023

In this edition:

Column: The Difference Between Art And Advertising

Far too often campaigns will cross my radar which, on the surface, are beautiful works of art, but fail to deliver on the pragmatic nature of advertising.

While I have a deep love for the arts — between music, photography, literature, and films, much of my inspiration is covered on a daily basis —, what keeps me going back is the simple fact that artistic expression isn’t trying to sell you anything. Oftentimes it provokes you, it puts you in someone else’s shoes, it makes you feel something. But by its very nature it doesn’t come with a “CTA” (call to action).

Now, of course that’s a very broad stroke statement. Several artists will leverage their creativity to make a provocative statement about something that’s wrong in society — such as Ai Weiwei, who is an activist at heart, but possesses an incredible sensibility for expressing what society is feeling in shocking fashion.

But sadly, most artists are not well remunerated in modern society. Unless you’re a global icon, you’re likely living pay check to pay check to make ends meet.

And that’s where advertising has provided a viable commercial avenue for talented artists to put their craft in the limelight of capitalism.

Some will go as far as saying that advertising is the largest art gallery in the world — meant for the pedestrian citizens as they go about their daily lives.

But if advertising and art are not one in the same, then what makes a marketing campaign unique?

Tapping Into Originality

Let’s start with the end in mind.

For-profit businesses need to make money to keep existing — payroll, debts, rent, and just about everything else under the sun depends on it to keep the economy growing.

But in today’s world, with the levelling of the playing field due to technological advancements that have effectively democratized most functions of a business, what differentiates a brand from another is becoming less and less their features, and more and more their communications.

You see, if you make smartphones you better be able to sell a phone that has a battery life that lasts at least 24hrs, has computing capacity to operate in 5G and captures photos as high-quality as professional cameras.

These are table stakes.

Unless you’ve made a new breakthrough innovation — which takes a lot of money, time and resources — you’re left with the perception people have about your brand.

And this is what marketing is entrusted with to improve.

So, if your ability to communicate value, your core identity, and what benefits you offer depends on effective marketing, then originality is of the essence.

The thing about being original is that once it’s been done and seen by enough people, it’s no longer original. For that, you need creative minds that occupy the fringes of society (where artists also often frequent), at key gateway points (or what marketers would call it, sub-cultures) to identify what’s about to hit mainstream before their competitors see it coming.

Rarely will a brand create a trend. As marketers, our jobs are not to shape public opinion (leave that to the artists, whom have no commercial incentive to practice restraint), instead we’re here to make sense of culture and flow it through our brands in interesting and clever ways.

Brand Management

Brand managers have a rather consequential job: they’re custodians of the soul of an entire organization.

Brands symbolize a company’s personality, purpose, position in the market — these intangible entities have the potential to become the most valuable asset a business possesses.

So, growing a brand isn’t something you just wing it. It requires methodical strategic planning to address short-term needs, wjile positioning the brand for long-term success.

Strategic planning is a key part of the yearly routine brand managers undergo where they identify challenges, uncover insights, and figure out ways to get the job done.

And most times, to get the job done, campaigns are required.

The average advertising campaign will last about 3 months. But depending on the industry you’re in, it could last anywhere from only 4 weeks to 12+ months. The type of advertising that I’m talking about isn’t the “always-on” type — such as your Google search keywords and organic social media content plan.

I’m referring to advertising that invests significant amounts money into solving a problem in the shortest amount of time.

Advertising Excellence Territory

If you’re going to invest millions of dollars into a campaign, you better have a sound strategy behind it. Otherwise, it will be a waste of money.

Strategy is critical to counterbalance creative’s innate artistic disposition to escape from the gravity pull of mainstream. One without the other is what makes bad advertising.

If you’re too clear in your communications, you will bore your audience. If you’re too clever, no one will understand you. The sweet spot lies in the intersection of the two.

The cusp of advertising excellence has a slippery slope on both sides. Which is why iconic ads only come by every so often.

“When it comes to advertising effectiveness, what is key?”. Nielsen. Oct 2017.

But when strategists do their job well, they actually become the creative before the creative and set clear boundaries for copywriters and art directors to come up with breakthrough ideas.

Big ideas are often simple, but entrenched in a fertile ground of insights. And when strategists effectively uncover those insights and create the perfect-sized “sandbox” for creatives to play in… you’re in advertising excellence territory.

Commerce Disguised As Art

So, great advertising isn’t only clever and original — it’s also grounded on a deep well of strategic planning.

And, while effective advertising can come in the form of films, sculptures, paintings, and music, those are secondary to the brand’s primary objective.

The way a brand shows up in the world is determined only after it knows its purpose, positioning, and objectives.

Therefore, great advertising isn’t art.

Great advertising is commerce disguised as art.

Inspiration: The National Lottery’s “A Christmas Love Story”

This Christmas campaign was from last year, but it's still one of my faves.

Such a tactful way to incorporate the product truth into a heartwarming story that keeps you at the edge of your seat the whole time.

This amazing short-film was adapted to OLV, TV, OOH, social, retail, and experiential.

Such an impactful way to bring the magic of the Holidays to life.

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