The Chillies – 3 years of hypocrisy

It’s the time of the year when the entire advertising industry is all afire with the Chilles. The females are all in a whirl trying to figure out what to wear and the males are contemplating the risks of getting caught driving under the influence.

We’ve also got heaps of workshops, seminars and judges forums happening this entire week. People are all gung-ho about the levels of creativity and how great it is to be exposed to the foreign judging process.

While all this is well and good, what we need to really look at is whether we as an industry have developed and grown. The Chillies is now into its third year and we’ve seen a succession of foreign judges give their opinion of what is right and wrong about Sri Lankan advertising. Definitely a chance for us to take their comments to heart and learn ya? Unfortunately, this doesn’t seem to have happened. Rumour has it that the total number of awards this year is the lowest ever. So that means, we’ve gone from bad last year, to worse this year!

So what’s going wrong here? It’s obvious that we as an industry are NOT improving at our game. I know its definitely not a lack of creative talent. All you have to do is look at the scam ideas that were submitted to realise that. We’ve got the talent and we’ve got the direction pointed out to us. It’s simply a matter of putting that talent to use in the right way to benefit our clients and win us bagfuls of awards.

Sounds pretty simple right? It would be, if not for the utter hypocrisy that rules the industry. I guarantee you, that given a month or less after the awards, the entire industry will go right back to doing the very same things they have been doing for the past millennium! Giving the client exactly what he expects and asks for. The only shock factor that is included in our campaigns is the price we charge for such drivel!

But then isn’t that the main focus of the agencies these days? Targets, billings, overheads, actuals, blah, blah, blah. It seems the management gurus of the industry think these are words that will instantly inspire their creatives to come up with brilliant advertising. Tell the guys how bad business is and they’ll be fired up with passion! In actuality, all they want is yet another way in which to milk the client of a little more cash.

If that’s the case, fine, do it. But don’t dish out this hypocritical bullshit on how the 4A’s and the IAA are working tirelessly to improve the standards of the industry. Because they obviously aren’t doing jack! All they’re doing year after year is wasting immense amounts of money to bring down foreign judges, have the awards ceremonies, parties, etc, for no reason whatsoever other than to massage the egos of the elected committees.

When the fuck are we going to actually admit that we do crap work and charge the earth for it? It’s high time people stopped slapping each other on the back and congratulating themselves on yet another successful Chillies show, and spend that time and energy in improving our work.¬†Because until we as an industry are willing to change the way we work, the Chillies will continue to be just another example of the hypocrisy in advertising!

But then again, maybe we’re comfortable with the hypocrisy and are too scared to make a change. Maybe we’re too scared that change will show us up for who we really are…. People who just want to milk the cash cow and not bother feeding it!

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One Response to “The Chillies – 3 years of hypocrisy”

  1. Sue Massey Says:

    I found your site on google blog search and read a few of your other posts. Keep up the good work. Just added your RSS feed to my feed reader. Look forward to reading more from you.

    – Sue.

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