I have only recently recovered from my foray with Carnival 2011. It was a first for me. I actually played with a band, something I swore I would never do. For the most part, I had a great time, despite having trouble walking home on Monday night because I was foolish enough to heed Machel’s instructions to take “Advantage” of the stage. I did trample, stump and jump on it, leaving my leg muscles in a painful mess. Foolishly, I went for more on Carnival Tuesday. I survived…barely. Two things happened over the Carnival weekend which I relate to my work in the advertising sphere, causing me to question our (agency and client) accuracy of judgment.
During the arduous hours on Frederick Street waiting to get to the Savannah, to my surprise, one of the hit songs on the road was Allrounder’s “Body Wine”. This non-wine-down-the-place-like-you-eh-christen tune played several times during the course of the day and it was thoroughly enjoyed by all. To me, this was unusual in the heat of Carnival. My other surprise was Benjai’s “Trini” placing second in the Road March race. If Machel had not “come back again”, Benjai’s groovy soca number would have won the title in a time when Soca at break neck speed is the in thing. So what am I getting at? I think if we in the advertising world were their consultants, they may not have had those hits on their hands.
As we know, in advertising, agency and client tweak the work to ensure that it connects perfectly with the target audience. This requires an understanding of market trends, current affairs, demographic etc. Relating this to the subject matter, I believe if Benjai had spoken to any of us saying that he wants to win the Road March, he would have been told, “It’s a nice song. It might get Groovy but not the Road March. It too slow. People want to prance and get on when they crossing the stage.” As for the evergreen Allrounder whose onstage presentation definitely had an impact on all of us liking “Body Wine”, he might have been told, “You too old to do that kind of song.” Or “That tune might do good in the tent, not on the road.” Who would have expected Allrounder to be a contestant on Fantastic Friday, and one of the most memorable ones as well? If they had focused on the “market trends” Carnival 2011 may not have had these two popular musical contributions. Sometimes the taste of the populace is unpredictable and maybe we in advertising do not always get it right by trying to get it right.
So yes, there are many changes, touch-ups, tweaking, adding, subtracting, manipulating, scrapping and restarting until the work satisfies the agency and the client, but who knows the many “gems” which would have satisfied the target that instead ended up in the Creative Works Cemetery.
9 April, 2011, 2:04 am
So insightful Eric! I just watched ‘The Adjustment Bureau’ – In it the character is running for senator. He claims even his shoes had to have just the right amount of scuff marks to appeal to the demographic (too shiny – he’s a smarmy politician, too scuffed – he’s too blue collar). He claimed they paid a marketer $7,000 to find the right amount of scuff.
I think in the movie, because of his authentic passionate speech he made all the news headlines. Bottom line – sometimes it just pays to be authentic, and not over polled.
9 April, 2011, 3:12 am
I have not seen that movie as yet, but surely I will take it in now. Thanks for the comment.
9 April, 2011, 3:47 am
The movie was only ‘aight’ ok? It has one of those endings which nullifys the entire movie.
10 April, 2011, 2:30 am
I blogged about Benjai a few Soca Monarchs ago…he came then without props; just him and his song, when everyone else was propped out. He’s the master of differentiation; swimming sideways when everyone is going length ways. Not sure about All Rounder though….I think his template is about “rudeness”, he’s always traded on it and with the unlikely accomplices of his 2 daughters and his wife. (the latter writes for him) He’s stuck to this rudeness tack for 100 years. The thing they have in common is they have a plan and stick to it. And that’s the best thing any brand could do.