Posted by: David Kiley on July 17, 2009
By Scott Goodson, Founder and Chief Creative Officer of micro-agency StrawberryFrog.
In advertising, I have found, energy definitely matters.
Sure, many people point to competence, 50 years of case studies and brand pedigree (think David Ogilvy). But what matters most today, I believe, is the energy in the ideas and the people. Good energy matters more than we think.
There are four types of energy. Bad energy (not good for your company). Zero energy (not the kind of person you want in the room). Positive energy (Ahh - this one is good for a depressed economy).
But the fourth is even more potent and potentially explosive. Super Duper Positive Energy contained in Super Duper Positive Energy trousers. People who wear these trousers have been known to design better products and make better advertising.
Some people call these Positive Energy trousers “Miracle Pants.” Pants that can actually make positive things happen like attracting better people and inspiring them during the sweat and tears. These pants have been scientifically tested to prove that a small person wearing them can fight the monster of apathy and rally people to get up when getting up and doing something isn’t a lot of fun.
Rumor has it that Miracle Super Duper Positive Energy pants were invented in Bronxville, NY during the Great Depression of the 1930s. Someone of great importance back then noted, “It’s certainly a paradox that bad economic times produce such a buoyant popular culture.” People think that the ’30s generated mass escapism, but today we know better. Positive Super Duper Energy pants were the real heroes of the Cultural Movement that fought economic stagnation and social malaise.
“Hmmmm, I try to avoid Scott when he gets in his silly moods,” says Ramesh Rajan, Head of Business Affairs at StrawberryFrog.
Everyone feels superior to the heaviness of their lives when they add a little genuine silliness. Silliness, like good energy, matters in bad times.