The Last Advertising Agency On Earth?

As CSO I love disruptive ideas that can break through conventions. I love commercial ideas that leads creatives into new directions. And I do not like the lame excuses I so often hear: “but that’s our current business model”. Change it, losers have excuses! That’s why I love this video…

The short film about what the future of advertising might look like was produced by Saatchi & Saatchi Canada, Tool, Pirate, Rooster and Lunch.

It promotes the FITC Toronto Design & Technology Festival on April 23-25 in 2012.

Having looked at the video, I visited the website immediately, expecting a groundbreaking list of disruptive topics. And must say, I was a little bit disappointed to next discover 2D and HTML5 Games, Flash design and development etc.

I do love great design, UI and technology. And believe me: I am convinced that Aesthetics – the philosophy of dealing with the nature of beauty, art, taste, and with the creation and appreciation of beauty – is one of the must haves for brands to be able to pull digital natives gently through their funnels.

But that the advertising agencies will only survive with games and flashy interactive designs, I doubt it. So love the film, but would have expected some slight other experience (topics) at the event, after having seen the video promise.

In my opinion authenticity, under promise, over deliver and an accountable attitude are more important survival mechanisms for advertising agencies to be the last on earth.

Am I being too harsh now, or is the event not fully living up to the expectations you got from the film?