Advertising 2.0 does not exist

Hugh MacLeod reminds us that Advertising 2.0 does not exist. Here are a couple of highlights:

6. So a lot of clients have been recently asking their ad agencies, “So what can you do for us in Web 2.0?” And the agencies have been replying, “Lots! Lots and lots and lots and lots!” Bullshit. Ad agencies have so far been hopeless in this space. I don’t know of ONE SINGLE piece of work coming out of a traditional ad agency in the last five years that has been even halfway original, thought provoking or effective. Captain Morgan’s? Beyond lame. Juicy Fruit? Beyond lame on steroids. Glenfiddich? A missed opportunity.

11. I’ve never flown on Jet Blue, I’ve never seen a Jet Blue commercial, I’ve never been on their website. But I know all about Jet Blue, and think highly of it. Why? Because bloggers are always talking about it. This is exactly what Seth Godin means by “remarkable”. I suppose if you have a unremarkable product, I suppose you have no choice but to do a remarkable ad campaign, like Crispin Porter’s “Burger King” campaign. If your boss or client will let you. Which is unlikely.

12. If somebody looks like they’re trying to impress you with their “future of advertising” credentials, ask them if they they themselves have their own blog. If they don’t, they’re full of it. It’s a good acid test. Just my opinion.