So, I am teaching a class at the Art Institute of Boston/Lesley College with my advertising art director partner, Steph. It’s called Concept to Campaign. We say we teach advertising, but the truth what we really teach is thinking. Because in advertising, like in most things, you’re trying to solve a problem. Sometimes the problem is easy, like how to get people to notice the client sells shoes. Sometimes it’s harder, like how to get people to buy the client’s shoes. And sometimes the problem is even harder, like how to get people to think they need, must have, gotta get the client’s shoes, even though they really don’t need, have to get, or want them. So, it’s all about thinking outside (when you have no parameters, which believe it or not can be difficult) and inside (when you have parameters, which believe it or not can be easier) the box.
I really like teaching because I really like kids. And it’s funny to be teaching kids that are Jake’s age, because I probably haven’t mentioned, but Jake just WENT TO COLLEGE. Anyway, I also like it because while there is all sorts of bad advertising, and all sorts of bad advertisers, persuasive advertising can be used for good. There are loads of examples of how a non-profit has used advertising to get attention, and make changes in the world. How can you argue with that?
This is one of my most favorite pieces of advertising ever. EVER. EVER. EVER. It’s smart and savvy and simple and gets to the compelling emotional truth, which Steph and I are always droning on about in our class. It’s called The Girl Effect. It’s the kind of intelligence that moves the dial. It’s what I’m trying to teach kids to be able to do. Maybe someone in the class will go on to do some work that will alter our gun laws. That would be something to be grateful for.