I have a lot of friends in IT.
They have a single friend they lost out to advertising.
Over the years, we’ve lost touch. And when we meet, we don’t know what to speak. While, that may the difference of ‘Information’ and ‘Communication’.
They would like me to just inform them about what I’m doing.
I would like to communicate to them what I’m doing.
Click on an IT guy’s profile on Facebook. You’ll only find people he has lost touch with.
Click on an Advertising guy’s profile on Facebook. You’ll find people he’d like to be in touch with.
They are on Facebook, coz they have no time to waste.
We are on Facebook, coz we want to waste time.
Our Facebook friends list totals up the number of guys we know in the universe.
Their Facebook friends list totals up the number of people they’ve not been in touch with.
That’s only my starting point of differences. The rest is a mindless rambling of my thoughts of our universe v/s theirs. There is no constructive conclusion to this post. It’s just me typing away any garbage thats on my mind right now. No argument. No flow. No nothing. Just meandering with my thoughts without Ctrl z.
OK. It was about the IT dudes. They atleast make taller and greater claims only in their annual reports to cover up.
We are employed to do that on a daily basis in every ad.
They do it financially. We do it creatively.
Guys from overseas pay them. Guys who oversee pay us.
They get paid to debug. We get paid to bug.
In bad times they get laid off, we get laid. They are expected to only simplify complicated matters. Here we are expected to do both, first complicate it before simplifying it.
It’s easy, ask a software dude what he does and he’ll try and simplify the explanation.
Layman: ‘What do you do?’
Software dude: ‘Well, have you ever booked a ticket online?’
Software dude: ‘Ok, we make programs that enable it.’
On the other hand
Layman: “What do you do?’
Ad man: ‘I create touchpoints where a consumer can interact and have a dialogue with a brand’
Layman: ‘What do you do?’
Ad man: ‘We decide if Lux should be a man or a woman.’
Layman: “So, what do you do?’
Ad man: ‘We ladder up brand offerings to emotional spaces’
Layman: ‘Do you make ads?’
Ad man: “We dont make ads. We create brand personalities. We convert inanimate objects and intangible services to human beings.”
Layman: “Uhh!! Looks my drink is over. I’ll be right back.”
The problem is everyone knows advertising, so we try and make it larger than what it is.
The problem is nobody knows programming, so they try and make it seem smaller than what it is.
They die to bring it to a familiar space. We try and take it to an unfamiliar zone.
They have the money. We have the plans.
Check out pics of software dudes who go on foreign trips.
“My seattle office.”
“The park in the Microsoft campus’
“Tandoor. Yummy Indian food. Reminds me of my days in India. Swear by its tandoor chicken.’
“Bob. The funniest programmer I’ve met.”
“Ayesha, Tania and Mark. You guys rock.”
“Ayesha. Mark and Me. Pic by Tania.”
“Chang. Loved the Dimsums. Make me more.”
“Ripleys museum. Yipeeeee”
And pics of advtg flunks on a trip to Goa, Pondi, Hampi or Rajasthan.
A fakir blowing a chillum.
A stray dog in a garbage dump.
Four kids struck by poverty.
And other macro shots if the scene around is boring.
We try and find something interesting in the boring life we lead.
They find something boring in the interesting life they lead.
Maybe because they know that they’ll be back there.
We doubt if we’ll be back there again.
Their work begins with logic.
Our work ends when we’ve found common sense….like make the logo bigger, it wont be visible on a hoarding.
Everybody screams over a cup of by two coffee ‘Don’t you have common sense?’.
But Logic is something that’s shared over a sophisticated drink.
Any day, Logic sounds so much cooler.
They find a creative way of making tickets accessibe on the net and call it logical solutions.
We find a logical reason for somebody to buy paint and call it creative solutions.
If we want to travel abroad, we need to write a film that opens there. If they want to travel abroad, all they need to do is fuck up somewhere.
They chose to study harder in school. We just postponed the agony to now.
Their companies have vague names. We have vaguer ones.
They like x,z and soft, tech, info, digi and next.
We like a,b,c and happy and orange and juice.
They have fancy numbers to back them.
All we have is that damn key number.
They are dying for everyone to know what they do.
And we hope and pray that nobody knows what we do.
While we were busy answering the question ‘What’s in it for me?’ on behalf of the lakhs of people who consume brands, some guys asked that question for themselves. “What’s in IT for me?’.
This post will be removed the minute I get sober.