You turn on the television. An advert is on. You put the television on mute.
You go on the internet. You see a banner advertising a free ipod if you can shoot three ducks. You ignore it.
You are walking around in a city. You see a perfume advert on the side of a bus. You can't remember what it's for.
Welcome to the modern world. Media has never been so prolific in everything we do. Your fridge can download bread, you can watch films on your trainers and stream music that hasn't been performed directly into your pillow. In theory the advertising revenue from these services should be in the billions, perhaps even the trillions. Yet day by day advertising firms are failing, the men and women who write slogans line the walls of job centres across the country thinking of ways to rebrand themselves. The jingle writers have switched to making dub-rave subtunes. Celebrities offered millions in endorsements quickly falter on their contracts, such as Tiger Woods having sexual intercourse or Brad Pitt having a facelift. The adverts are there but nobody is watching. Some say that advertising as we know it will cease to exist ten years from know. Others have slightly different ideas.
Enter Tukanov Imaging, the brain child of Wanda Bellahyde. Her PR company is just a few years old yet is quickly climbing up as being one of the big hitters in advertising.
"One of our bigger problems came from Mad Men. All of a sudden everyone wanted to be an advertising exec. You'd see all these bright-eyed kids come straight from college willing to do work for free. It fucked up the whole system." she says, drinking from a glass of wine. We are sat in her company headquarters, the London skyline beyond the window is blocked by a slightly larger building. Though at just the right angle you can see through the windows across the road at parts of the cityscape. I ask her what made Tukanov Imaging so successful.
"It's all in the advertising babe. Any five year old can install adblock on his dad's pc, half the people nowadays would rather look at youtube for a funny video than watch a lager advert. It's awful. Well, at least for the other dinosaurs. At Tukanov Imaging we're rebranding branding. We're looking into the future, y'know?" she says, leaning forward slightly. I ask her what that even means.
"Advertising 2.0. Though now I'm saying it out loud I'm wondering why the .0, it's not like there's going to be advertising 2.1 or 2.6 is there? Whatever babe, the point is...well it's people, right? You walk past a restaurant, you see a lot of people inside you think 'Oh, that's a good restaurant.', but it might not be, right? You don't know if the food's good or if the service is nice, you're only going because other people are there. People like conforming. So I'm thinking, what's the biggest window in the world?" she asks me. I think for a minute then say there's probably one in a cathedral somewhere. She shakes her head.
"No. Windows. Y'know, Bill Gates? Those are the biggest windows! And sitting at all those windows are people just like you and me, talking to each other on social media. So what we're offering to users is an interactive advertising opportunity. We pay people to say things for us." she says, leaning back and stretching her arms far apart. I nod in understandment.
"Why spend fifteen million on an advert with Clooney when I can pay one of your friends a dollar to say 'Oh I like this thingy-majig' or 'Hey I just saw the big summer blockbuster it was awesome!'." What she's saying is grounded in hard scientific fact. It has been proven that the number of tweets regarding a film before release is in exact correlation to it's box office success. I ask her if she thinks people would be willing to sell their personalities for such a small price. She laughs loudly.
"You remember that guy in America who had the casino brand tattooed onto his forehead? We organised that. We offered Felix Baumgartner the opportunity to fulfil his lifelong dream of breaking the world sky diving record as long as he would say 'Mmmm, red bull gives me wings.' just before jumping. We brought together Adidas and the United States Army so that every soldier is now required to wear Adidas footwear. Everything is advertising. People are going to be saying it anyway, why shouldn't they get paid for it? And chances are they're going to spend that payment on whatever we're advertising anyway. It's a win-win." she says. I look through the window, then another window and another window, at the London skyline. The sun is setting. I think it a worthy metaphor for something, though I'm not sure for what. I try to speak but for some reason my tongue feels bulbous and disproportioned suddenly. I merely make a sound. She continues anyway.
"We're working on text messaging in the next quarter. After that, who knows, maybe use alternative reality or something. Pay people to say things in real life. Current technology opens up new avenues for potential advertising opportunities as well as new challenges. You speaking my lingo?" I walk over to the window and open it, letting the stale London air enter the room.
"What are you doing?" she remarks incredulously. The wind blows through my hair and at my cheap suit. I turn to her and try to talk again, though all I seem to manage is a strange sort of groaning noise. I run over to her desk and throw her laptop out of the window before running out of the room, clutching at my mouth. I continue groaning as I stand in the lift and walk out through the reception. After walking just a few feet on the pavement I throw back my head and begin to shout.
"I just want to watch a funny advert with a catchphrase that everybody repeats like the one from the compare the market advert or perhaps even the go compare advert. But even those are changing and becoming more ironic, more self aware. Advertising companies know they are just making shit but they think that if they make fun of it it makes it okay! But it is not okay! It is all fucking bullshit and I am sick of it!" I say. By the time I have finished my voice has been reduced to a whisper. I continue walking, thinking about where film posters fit into the advertising landscape. Is a film an advertisement for itself? Are clothes real? Can I rest between the shelves of a supermarket, dreaming of my softs, fearing nothing?
