The amoral tounge
In my earlier years of advertising, I was fairly uneasy with the thought of working in advertising on moral grounds. There is a sense of lack of control over the truth about what we are talking about on behalf of the brand. In a sense, advertising is just a rented tongue for an organisation. The tongue doesn’t control the hands and legs or even the mind of the organisation. The disembodied nature of corporate makes it easy for morality to escape its being. Advertising says sweet things, it serenades consumers with beautiful tag lines and jingles, it says sorry on behalf of insincere suitors when shit hits the fan. It would all have been fine if advertising industry had the ‘agency’ to direct and compel organisations to ‘walk the talk’. But it can’t. and there in lies a problem.
The agency-less agencies
For example I worked on Volkswagen’s campaign for ‘blue planet’ early in my career, talking about their ecological innovations. And then it turns out that it is a fucking decepticon of a brand that innovated a lying machine to save itself from it’s ecological responsibility. What a douche brand.
Then came Nestle’s asshole MD talking about privatising all water of the earth. And then came the lead laced maggi. How fucking irresponsible. And I was working in Publicis then, it’s Agency On Record, globally. I managed to not work on that brand for most of the time. But I was not comfortable working in the company that worked for Nestle, and I quit soon after.
I jumped the ship the first chance I got with Junxion strategy, an agency working in the social sector (NGOs, CSR etc). The opportunity to do something good with my narrow skill set was tremendously exciting. But it couldn’t sustain.
I returned to advertising with a clarity there after. I joined Dentsu a tad bit mature from the earlier angry phase of working in advertising. I accepted the role with the realistic appraisal of its limitations and morality.
Advertising industry is a symptom, the disease is Capitalism
Systemically, advertising is morally problematic. But once you accept that you are within the system, then you can try to work with good people and better brands from within the system. That choice is liberating: If you can’t cure the disease, then it your duty to at-least alleviate the symptoms. There is always a choice to be made, to rebel and to strengthen an alternative system (to cure the disease) or to work with the system (to alleviate the symptoms until you can cure the disease). But until you have the wherewithal and clarity of rebelling constructively, work within the system, as constructively as possible within the small domain of your existence.
I know that systemically, I am contributing to the capitalist engine of pollution – polluting minds, polluting ecology, polluting communities. But there’s a large distance between the immediate ‘good’ that I am doing and long distance ‘bad’ I am contributing to. It’s a trade-off with which I have made my peace for now.
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