Punk In Advertising
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For the 40th anniversary of Punk Music we explore the spirit of punk, examine the relationship of people and brands and and distill how the Punk movement lives on today. This deck was presented at Production Social in London, an event dedicated to ALL MAKERS out there from advertising, music, art, design, publishing, technology, but most importantly this event is dedicated to people from all industries that want to make things happen. This year, the event brings back inspiration from the Punk era where DIY, originality and rebellion were the best mix for creativity.
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Punk In Advertising
- 1. P U N K A D V E R T I S I N G P R O D U C T I O N S O C I A L GERARD CRICHLOW & MAXWELL MCBRIDE PETERSON PRESENTED BY :
- 2. $265 $689
- 3. 1976 RECORD HEATWAVES & DROUGHT BORN : ALICIA SILVERSTONE, REESE WITHERSPOON, AND RASHIDA JONES SOWETO RIOTS NOTTING HILL RIOTS FIRST CONCORD FLIGHT FOUNDEDCN TOWER ERECTED NASA UNVEILS THE ENTERPRISE
- 4. N E W Y O R K L O N D O N RAMONES AND PATTI SMITH WITH VELVET UNDERGROUND EMERGING ACTS LIKE TALKING HEAD SEX PISTOLS THE DAMNED THE CLASH THE STRANGLERS
- 6. THE BIGGEST CATASTROPHE FOR PUNK ROCK WOULD OF COURSE BE HUGE SUCCESS. HOW DOES A REBEL MAINTAIN HIS POSE WHILE EARNING $1 MILLION A YEAR?
- 8. DON’T — Jonny Rotten, Sex GET RID OF IT. ACCEPT THE OLD ORDER.
- 10. QUESTIONING ANYTHING AND EVERYTHING, TO ME IS PUNK ROCK. — henry Rollins, Black Flag
- 12. WE NEVER REPEAT OURSELVES — Captain Sensible, the Damned
- 14. THAT’S WHAT MAKES IT. — joey ramone, the ramones PUNK IS ATTITUDE. THE ATTITUDE
- 16. WE AREN’T PARTICULARLY TALENTED. WE TRY HARDER — Joe strummer, The
- 18. BE YOURSELF AND DO IT YOURSELF. — Steve Diggle, Guitarist, Buzzcocks
- 20. PEOPLE CAN CHANGE ANYTHING THEY WANT TO, AND THAT MEANS EVERYTHING IN THE WORLD. — Joe strummer, The Clash
- 22. CHALLENGING ORTHODOXY QUESTION EVERYTHING OPEN DOORS TO INFORMATION BREAK BARRIERS EMPOWER PEOPLE TO BUILD COMMUNITY MAKE SHIT HAPPEN P U N K B R A N D S
- 23. GERARD CRICHLOW CrichlowG@AMVBBDO.COM MAXWELL MCBRIDE PETERSON McBride-PetersonM@amvbbdo.com
Notes de l'éditeur
- We were asked to explore if the Punk ethos is alive and well in modern storytelling today. Exploring the spirit of punk and how it came about examine the relationship of people and brands we and distill how the Punk movement lives on today.
- PUNK HAS BECOME COMMODOTIZED Barney’s sold this Black Flag T-shirt for $265 (how very unpunk). In an act of vandalism (very punk), street artist Kidult ‘defaced’ Marc Jacobs’ shop in New York. Marc Jacobs in return put the image of his vandalized store on a t-shirt and sold it for the obscene amount of $689. Kidult, wouldn’t be outdone and upped the ante by printing his own t-shirt This is all very MetaPunk
- HOW IT ALL STARTED 1976 was a remarkable time in history. Human Progress Technological innovation But also tremendous political and social upheaval.
- SOCIAL CONDITIONS SHAPED THE RISE OF PUNK Punk was a reaction against the status quo. A trans-Atlantic sentiment, but directed at different social structures USA: middle-class youths rejecting middle-class values. UK: working-class youths reacting to the bourgeois status quo. UK: midst of a recession in the mid 70’s leaving young people angry & unemployed at the gov’t. Hence Sex Pistol songs: God Save the Queen & Anarchy in the UK
- ALL LEVELS OF SOCIETY Not just youth, many other facets of society were ANGRY & DISSATISFIED For the first time outsiders felt they had a voice and expressed it
- caught the public eye In 1977 - Time dedicated an entire edition to ‘youth crime.’ In which punk vilified as a social phenomenon. An article titled ‘Anthems of a Blank Generation’ begged the question of how punk stays punk in the face of success.
- 40 YEARS ON Aspects of Punk are being used for economic gain (e.g. Barney’s T-shirt, Marc Jacobs, Urban Outfitters, etc…) but Punk icons still maintain it’s spirit is not dead. Which begs the question: HOW DOES THE PUNK SPIRIT LIVE ON TODAY? We explored tenets of Punk and how it manifests itself today…
- OUTSPOKEN & ANTI-ESTABLISHMENT Jonny Rotten who famously said he’s been kicked out of most big cities knows this all to well and we loved him for it. The brands that inspire loyalty are the ones that push the boundaries of possibilities.
- Frank Ocean’s new album ‘Blonde’ received huge fanfare and acclaim but represents a new battle between label and streaming service to distribute content. Blonde was released independently and could be the start of a new trend for musicians as more and more move away from the album format as status-quo.
- ABSURDITY OF STATUS QUO Before you can change it, you have to understand and question what is already in place.
- CARDS OF HUMANITY - HOLIDAY HOLE Took a popular cultural moment (Black Friday) and turned it on it’s head by poking fun at the ridiculousness of it all (consumerism) and profited from it in the process (and actually donated the proceeds to charity)
- INNOVATION Their confidence in who they are and what they stand for allows them to constantly innovate. They don’t worry about the copycats and are always move forward.
- AirBnb already disrupted the hotel industry. Recently they announced they’re going after trip planning industry by curating events, places and destinations.
- POINT OF VIEW The Ramones lived and breathed punk. From their sound, to their look, their hair and what they represented. Punk is more than just the music its an all encompassing way of life.
- Attitude and point of view makes a world of difference Rick Owens ‘Human Backpack’ was intended to demonstrate women supporting women…literally. Peen (male nudity): “Nudity is the most simple and primal gesture – it packs a punch. It’s powerful. It’s a straight world now. It says something about being independent. Who else can really get away with this stuff? It’s a corporate world! This was our private moment.” Angela: Punched model in the face for a unsanctioned protest - stealing the limelight etc.
- DETERMINATION - FOLLOW THROUGH Being good isn’t as easy to do as it seems. It’s hard. Punk’s early guitarists could barely play 3 chords but it didnt’ matter as long as they were up there playing doing their thing. Punk’s spirit represents the grit to follow through. Determination. To follow through on your purpose and promises
- CONSISTENT MESSAGE Patagonia has one mission — creating the best products, while not creating unnecessary environmental harm. They manifest this through the products they create as well as the marketing and communications they do: (e.g don’t buy this jacket, worn wear, 100% recycle collection)
- INDIVIDUALITY Be distinctive by being true to yourself. Punk not only looked an sounded different but embraced the fact that everyone could be different in their own way. This spirit permeates the DIY market in tech, design, fashion and entrepreneurship today.
- CUSTOMIZATION Unmade — fashion company & digital platform that challenged the category’s mass production model Collaborate with designers Better relationship between creator and consumer By allowing the consumer to customise existing patterns, to personalize the product.
- ATTITUDE & HIGHER PURPOSE To dare to reimagine something if you don’t believe in it. Punks everywhere are dissatisfied with the status quo and believe they can shake up the system to create something better. That’s what unites them.
- Bjarke Ingels group “If documentary is to capture the world as it is, fiction is to question what the world could be” - Bjarke Ingels Architecture allows you to turn dreams into reality. Cities begin and never end, it is a constant WIP. But he believes that today we reaffirm the status quo, rather than imagine how things could be.
- SUMMARY To sum up Punk are these tenants and so much more.
- THANK YOU