Adweek Creative 2000: From the editors

Remember when Mr. Whipple squeezed the Charmin? We do. We also remember wanting to shove more than Marge’s fingertips into the Palmolive dishwashing detergent. Wanting to tell the office workers ogling at Lucky to get a life. Wanting to bust through the TV screen and just shake Sharon and Tony from their romantic stupor.
But that was then.
Many of yesterday’s spokesmen, except of course for Mr. Whipple, are gone. Ironically, though we tried to forget them, sometimes we wish they’d return. It would be nice to see recognizable faces and lasting ideas, ones that stick around for more than a minute.
The creative landscape is constantly changing. Sometimes, we’re blessed with periods of great inspiration; other times, we suffer through pedestrian lulls. Currently, thanks to clients, the ad industry is experiencing seismic changes. “We are in the middle of [a creative revolution] now,” veteran commercial director Joe Pytka told creative editor Eleftheria Parpis. No, it won’t be nearly as grand as the ’60s revolution, but it will exceed anything we’ve seen in the past 20 years. Ads will become more emotional, Parpis reports in this special report on the future of creativity. Adweek critic Barbara Lippert even suggests anorexic models may become pass . “We are sick of perfect bodies boasting amazing pecs and shapely implants,” argues Lippert.
The death of sex in advertising? Yes, it could happen.
How will these ads be crafted? Using the new computer tools of the trade, of course. While touting technological advances, Ogilvy & Mather’s Rick Boyko warns that art directors of tomorrow need to maintain artistic integrity; they must remember how to put an idea down on paper.
We say agencies and clients must retain their ability to invent memorable, durable icons and campaigns.
As in the first installment of Adweek 2000, which focused on media and technology [Oct. 18], the centerpiece of this creative issue is the photo portfolio, shot by George Lange. It features the legends of the past and the leaders of tomorrow.
The final installment of Adweek 2000 will appear Jan. 10, and will focus on the future of the communications business.