When we watch this experiment we tend to think that we would have done it much better. Sure we would realize that we are talking to a different person?
Believe me, you aren’t paying attention either. Nor am I. No one is. The constant bombardment of data, images, campaigns and channels has deteriorated our attention forever. Our brains no longer look like an orderly box of modelling clay bars, every colour in its place. We have joined them all in a big heavy ball, we have mixed the colours and now we’re not capable of recognizing them separately because in the middle of that neutral-brownish colour that we’ve made, none can be distinguished.
Our generation grew up with limited details. They were so minimal and so constant that we still remember them. That Coke Christmas jingle, that Levi’s add, the first Mario Bros game…
The consequence of the few stimuli was the minimal customization. All households had the same things: packets of Tang, Michael Jackson’s Bad LP album, a Glo Worm and charm necklaces. And the only creative and personal way of reading a magazine was back to front.
That’s over. Now we overlook, eliminate or simply ignore everything we are not interested in. We don’t have enough time, plus it’s easy, just one click. If we were to visit ten friends’ homes, everyone would have different juice brands in their fridge and most probably they don’t remember the jingle or the advert from either of them.
What draws my attention about this all is that those who work in the field of communication tend to believe that it is a problem, or worse, the cause of everything that has gone wrong. “The campaign didn’t work because nobody reads newspapers anymore”, “The message didn’t come across because it was among five other ones”, “People didn’t listen to my talk because they were tweeting”.
We all know that it’s an excuse. A lazy justification, in the least credible.
How easy it is to drive a Vespa on the road. And how boring. Try using it to pass through Naples and you will have another experience. Difficult, risky, but so much fun.
To stand out it’s no longer enough to buy a big space. What you need to have big is the idea. One that is notable from within a thousand, one that everyone remembers and that ends up in every household. Difficult? Yes. Risky? For sure. Fun? A lot. I can assure you.