Hasta La Creative!

Building on last week’s digital-dating print campaign, Calvin Klein is taking its #mycalvins play for the Tinder and Grindr generation into the live action realm.

A new spot overlays sexts onto the fashion category’s usual moody writhing — the brand claims the dialogue is based on “actual events and people,” which is easy to believe, given it includes lines like “come ovr”. (Gotta say, that kind of creative license has never gotten a writer off.)

Like the billboards, Mother New York created the spot, featuring international faces like Grace Hartzel, Ethan James Green, Aya Jones, Julia Van Os, Piero Mendez, and more. And while it’s easy to dismiss as merely tortured or sexually provocative, it does deserve credit for its recognition of diversity in many forms: It is hetero, gay, ethnically mixed and sexually open.

But it’s maybe most notable for how it masterfully illustrates the listlessness of a generation ruled by swipes, right or left. Even in sexual intimacy, these people don’t so much connect as graze, and the tyranny of a small text can result in either the happy arrival of a third partner, or a precipitated gathering-of-belongings before wandering off to the next hook-up. This is best exemplified by the conversation that concludes the piece.

“Why do we even do this?” an angsty male voice says into the ether.

“Because it’s fun, and you love it,” replies a woman whose aggressive tone suggests this isn’t actually about loving anything — it’s mainly about diversions.

The grand attempt to transcend the human condition forever has failed, and a new journey awaits.

by

From Adbusters #120: Manifesto for World Revolution PT.III

It’s almost impossible to overstate the impact these tectonic shifts will have on contemporary culture. Ideas, institutions and ways of life forged in an era of prolonged economic contraction and environmental blowback. As they collapse, other ideas, institutions and ways of life will have to be found and deployed, and that work of rebuilding will have to be done amid the stresses and unpredictable impacts of a troubled time. It’s a harrowing task and the one source of reassurance I know is that the other human societies, in other ages, have managed the same thing within the hard limits of the resources, opportunities and wisdom available to them at the time.

Seen from another perspective, however — the perspective of the emerging religious sensibility — the time ahead of us takes on a different meaning. At the heart of the older sensibility that’s now guttering out around us was a daring, if not necessarily wise, attempt to break free of the natural world entirely so that humanity could launch itself beyond all limitations and break through into eternity and infinity. The religions, the intellectual movements and ultimately the superlative technological achievements of Western civilization were all pressed into service in making that attempt.

In a certain very limited sense, that effort succeeded. A modest number of human beings were tossed briefly outside the atmosphere and circled around our planet for a while before returning home, while a handful went further still, to stand on the surface of the Moon or orbit through the void surrounding it. Their voyages may well provide our descendants with a powerful symbol of the subtler but equally real journey of billions of people in the world’s industrial societies, who managed to talk themselves, for a while, into believing that they were outside nature, superior to it, waiting only for some final dramatic change — spiritual, social, technological, or some blending of the three — to bring ordinary existence to a close forever.

In a deeper sense, though, the grand attempt to transcend the human condition forever has been a resounding flop and its failure has brought harsh consequences to the biosphere that supports us and to our own humanity. The task before us at this point in the turning of time’s wheel, though, is prefigured by those short journeys outside the atmosphere that simultaneously fulfilled and betrayed the dream of the space age, that strange cultural phenomenon that briefly loaded hopes of transcendence onto a collection of rocketry. Once the astronauts had finished gathering rocks, taking photos and pursuing their other chores on the Moon, the remainder of their journey beckoned: not a leap further outward through some bleaker void to some yet more desolate destination, but the simple task of returning to the living planet they had so briefly left behind.

That same task awaits the people of the world’s industrial nations today. We have taken the old quest to break free from nature and the human condition very nearly as far as our considerable technological powers would permit, and in the process, created landscapes — spiritual, cultural and in some places physical as well — very nearly as bleak as the Moon’s silent and airless wastes. Whether that was a good idea or a bad one, a choice or a necessity, a triumph or a terrible failure, is ultimately less relevant than the fact that the effort has run its course.

A different quest calls us now, murmuring through the emerging religious sensibility of our age, rising stark before us in the cold gray dawn of a world after progress: to return to the living Earth and come to know it again as the whole of which each of us is a part. After all our wanderings, it is time to come home.

— John Michael Greer, After Progress

• #120
• progress
• human condition
• planet

Source

“Mobile advertising as a whole is just fairly crappy,” said Sebastian Tomich, The New York Times senior VP of advertising and innovation.

Mr. Tomich isn’t saying anything controversial. Most people seem to agree that those thin horizontal banners pinned to the bottom of publishers’ mobile sites haven’t won many fans. Neither have the full-screen interstitial ads that can overtake a smartphone’s screen while swiping between articles on many publishers’ mobile sites, including the Times’. So the Times is doing away with them.

“We’re retiring at some point late this summer — maybe early fall when we can run the last one that’s already been sold — we’re retiring mobile interstitials. We’re trying to move to a place where the less desirable mobile ad units, where we actually free our experience of them,” said New York Times Chief Revenue Officer Meredith Levien.

Continue reading at AdAge.com

Outdoor, Print
Uhu

Advertising Agency:DDB, Santiago, Chile
Executive Creative Director:Cristian Ulloa, Claudio Campistó
Creative Director:Tomas Garin
Art Director:Flavio Cabezas, Tomas Garin
Copywriter:Maria de los Angeles Contreras, Jordán Cáceres, Franco Bastías
Additional Credits:Crafting Lab

A ruling is near in a lawsuit that claims the copyright on the much-sung song is not valid. That would be an unhappy day for Warner Music Group, which could lose millions in licensing fees.

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Post originalmente publicado no B9
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