Richard Clarke: Don’t panic – the man with the stuck-on Smiley Face will save us
BC&Y principal Richard Clarke has written many legendary letters and articles for CB over the years. It’s been a while since we’ve heard from him but the voteconfidence campaign has stirred him enough to come ‘out of retirement’ and send this review to us.
In Douglas Adams’ insightful Hitchhiker’s Guide to the Galaxy the organisers of mankind’s effort’s to colonise the universe were very shrewd.
They sent out in the key space ships all the scientists, farmers, doctors, engineers, teachers and other specialists necessary to create and sustain a far-flung outpost of civilisation.
Then they consigned the advertising experts, public relations gurus, hairstylists, stock brokers, real estate agents and the like to their own craft.
It is a self-selected few of this latter group who are responsible for the ‘Vote Confidence’ campaign you may have seen and, like me, laughed at disbelievingly.
You can imagine the exchanges between the greatest minds fromMarketforce, 303 and The Brand Agency, the triumvirate of ticklefactories behind the grand scheme:
“The problem is that there’s somuch negativity out there – the bloody media’s full of stories of gloomand doom – it’s killing consumer confidence and, more importantly,advertiser spends!”
“You’re 120 percent right, mate, we need to get people to realise that the glass is half full, not half empty.”
You could have cut the positive sentiment with a chainsaw, no doubt.
Theproblem is of course that it was recklessly heightened, unchallengedconfidence which fanned the first flames of the Global Financial Crisisand then threw $1.70 a litre petrol onto it once the inferno had begun.
\Where,when all the share price graph lines had ejaculation-like trajectories,were the cautioning views of some of the world’s finest and deeplytroubled economists, academics and adpersons?
Where were theprominently exposed, tempering investigative reports on the mountingevidence that all was not well with the world’s banking system?
Wherewere the sensible warnings that there was a very real possibility that,one day, real estate prices could actually go down?
The truth isthat the exclusively positive and strident propaganda (advertising andPR, especially) produced by the same spin quacks, hype masters, ticklefairies, paper shufflers and bubble blowers now conspiring to save usall, drowned out the plaintive cries of calm reason.
They subsumedthe attempts of those keen to divert our attention from theintoxicating money-making opportunities to the sobering lessons ofhistory. They overwhelmed the would-be party-poopers. And theywilfully ignored every alarm bell and siren they could all discernabove the interminable crescendo of back-slapping, Ferrari-revving andcork-popping.
These irresponsible prophets of positivism did it allin the interests of fostering the one ingredient essential todestroying a sustainably successful economy: Public over-confidence.
Yes,these are the luminaries who focus not so much on developingdrought-resistant seed, teaching better farming techniques, creatingmore productive fertiliser and harvesting technologies or engineeringmore energy-efficient bakeries.
They’re the frighteningly cleverindividuals who devote their intellect and energy to tackling the realchallenge – creating a cracking marketing communications program to getmore people to buy more bread.
And don’t think that (if they choseto employ their extraordinary powers in this way), their capabilitieswould be limited to doing the really important bits in solving theGlobal Food Crisis.
No, these top-end contract salespersons exhibitall the brash positivism and unwavering confidence they wish to instilin everyone else.
They believe they can flog anything, even a dead horse, to anyone. And their brilliant, ground-breaking ‘Smiley Face’ campaign is multi-media-exposed proof of this disturbing truth.
The’Smiley Face’ campaign is designed to recreate the potent mix of ‘candoism’, upside focusing, infectious enthusiasm, negativity-quashing,selective reporting, harsh-reality-ignoring, helpfully unbalanced andcompelling, motivating-music-backed-argument largely responsible forinflating the last gigantic bubble.
Only this time, they’re not going to let it burst. So don’t worry. Anddon’t, whatever you do, allow yourself to even consider that the SmileyFace campaign might not have the power to turn things around.
Bugger the fundamentals – they’ll only make you worry, unnecessarily.
Forget reality – as any advertising expert will assure you, it’s only perception that matters.
The German banking system may be on the brink of collapse. China may not be telling us the entire truth about the problems its facing. Unemployment may still be rising almost everywhere. Many experts may be heralding a second major correction in the stock market. Andit may well be the case that the glass is only 0.356 full, the level isfalling and there’s a small crack forming in the base.
But as theSmiley Face campaign will doubtless prove (if idiots like me don’tskuttle it with depressingly objective assessment, balanced argument,careful consideration of the facts and cynical attempts to separate thevested interest groups’ disguised opinions from the dispassionateevidence), we can build a level of confidence which encouragesconsumers to behave as if the glass is not just half full but alreadybeing topped up by attractive wine waitpersons who may well be preparedto sleep with them.
If the Smiley Face campaign encourages enough people to again borrow against their homes to speculate in the share market.
Ifit inspires a renewed commitment to negative gearing and the importanceof having at least two, very large flat screened television sets persingle parent residence.
And if it can persuade the growing number of first home owner prospects to buy before they lose their jobs.
Thenwe can surely look forward to it being applied to helping lift thespirits and fortunes of countless other success-challenged communitiesand market segments which have questionable cause for optimism but arecently demonstrated capacity to ignore the facts and be positive andconfident nonetheless.
The Fremantle Football Club’s refreshed Board may well be at the head of the queue.
32 Comments
Lovely. Hang on. Don’t you sell little blocks of land in the middle of nowhere to people who now owe more than their house would sell for? Hmm.
P.S. NOTHING will save Fremantle football club except merging with Swan Districts.
Bravo!
Brilliant. Well said.
I think the fact that no one has come forward in defense of this rubbish campaign – or even with any sort of convincing, rational argument – is proof that it is flawed beyond reason.
Richard, can you do a monthly column/blog?
So I guess you’ll be getting out of the industry, selling your agency and donating profits to develop drought-resistant seed then, Richard? Or at the very least, devoting your company’s energies solely to pro bono work then? Because according to what you just said, anyone who works in advertising is now part of the problem as we’re encouraging people to spend. I hope you plan on following these words up with transparent actions of your own. Of course you will. To not would make you a hypocrite after all.
I’m actually really interested in knowing how you’re going to look Commodore Homes in the eye (they’re still a client, right?) after you’ve stated publicly you don’t believe in persuading new homers to get into their first home. Um, isn’t that what your agency gets paid handsomly to do? How can you hold these beliefs and still think that you’re servicing your clients to the best of your ability? I really want to know.
Thanks Richard,
the market is down 40 pts since this was posted, knew I should have sold the Wesfarmes stocks I bought Friday – this morning.
Courageous letter, well done.
“Show me the money Jerry!”
Richard a simple ‘I DON’T LIKE IT’ would’ve sufficed.
I find this article to be nothing more than a negative rant Richard.
A lot of people spent a lot of time on this campaign. Funny… In amongst your criticism of the campaign, I couldn’t find anything constructive.
If you think you can do better, let’s hear it.
Nice to have you back, Richard.
Richard… back into your box chocolate.
CB, are you a protected species if you write an article instead of just posting a comment? I was just wondering why my first comment wasn’t posted?
Good stuff Richard
As for Anonymous 10:28 AM – pass me the bottle of vitriol when you’ve finished. Oh, I see you used it all up!
I must say, 1:22, If you want a better campaign you really missed the point of all this criticism.
It’s the fact that it exists, not the fact it is or isn’t good.
I’m going back to dreaming about that waitperson who may love me after all! Hooray!
We’ve let a couple through but, yes you are correct 2:57. If you put your name to any opinion article, as Richard has done, then it does give you a little ‘protection’.
Why is Richard Clarke the only person brave enough to reveal that the “Emperor” has no clothes? We all know in our heart of hearts that the smiley face is merely a naked grab for the media dollar which no one in the real world takes seriously anyway.
Interesting angle Kim, Agencies club together to try and boost business, possibly benefitting the whole local industry. A critic from within that industry slags them off in an industry publication and you openly admit to editing out comments which take the said critic to task over this. Anyone would think you were attempting to foster a polemic?
Well said Richard. And this seems to fit with a bunch of discussions I have had about this campaign with a lot of people (not in the industry). Attacking the man, not the argument if classic flawed reasoning. Even if Richard is a hypocrite (and I have no reason to believe he is) this does not negate the points he made. It seems no one responsible for this ill-considered, patronising load of bollocks has managed to make a reasonable case for its existence.
“Do something better, Richard?” isn’t an excuse for having produced this steaming pile.
I don’t see a problem with the ad industry producing an evidenced “case for advertising” campaign in these times and being upfront and open about their intent, but the campaign that was produced is a dishonest at the very least and finally destroys any pretense of impartiality that the media companies involved may have once had.
And while I am sorry that some people’s creative egos may be hurt, and I am sure there were a lot of people who worked hard to produce this, it doesn’t change the fact that it was a mistake from its very inception.
I like the assumption made here that as a direct result of viewing one of these ads a consumer would run out and purchase a house. Wait, maybe I’m being naive, its 3 viewings right? C’mon people we aint scientists! (certainly not of the rocket variety anyway) Dont get me wrong, advertising works but we’re all in trouble if we start talking to one another as if we’re the custodians of economy.
PS I tried to count all the adjectives in this article but got bored at the one billion mark. One descriptive word is enough…gosh so wanton in an age where we need thoughtful consideration…no?
I guess the intention of the campaign is right in theory. But people please, it’s not all that bad. Nearly 12 months ago we were portrayed with visions of the Great Depression putting the fear of God into everyone. People are back spending, albeit more sensibly. And if they can’t afford the major purchases in life like a new house or a new Marloo ute (sic) the banks are knocking them back. What we have entered is a new dimension where we have to think and act smart (again) and chase our opportunities.
I’d be interested to see what the consumer takeout of the campaign is. Anecdotally, most of my AB friends and colleagues have a low take out and think that it’s a Government message.
I agree with Richard.
Clearly there are many locals who have a vested interest in either disagreeing with me (Richard Clarke) or supporting my view.
But take a look at the independent assessments (in the general CB section) from the eastern states’ commentators .
With the very odd exception, they all share my view, some more stridently.
And many have only seen the Smiley Face campaign and not bothered to read my article.
Although I was the first to identify publicly that the campaign is fundamentally flawed and represents the loss of a wonderful opportunity to do something of demonstrable community benefit (with all that donated creative and production effort and media space) I’ve thankfully not been the last.
Richard, beautify written as usual. I must admit that the objective of the yellow faced man being to promote advertising had been entirely lost on me. His enthusiasm and zeal are reminiscent of the chorus of Dockers’ supporters claiming that they (the team, not the supporters) had won the 2006 premiership by virtue of having beaten West Coast twice in that season. His message alas was lost to me. I think we can have confidence that that chance of this campaign sparking an economic boom greater than the works of Mr. Methane are slimmer than Fremantle’s chance of winning a grand final this year.
Excellent work Richard. Most entertaining to read. As for the campaign, I get the proposition but I’d love to get my hands on the substantiation.
Oh I see, you’re going for the anti-dollar dollar. That’s a big market.
Great article but surely there’s just as much shit to be sold to the unconfident consumer. Perhaps there’s another article in there for you Richard- they’re a pleasure to read.
I’m with 10:28am, you ought to have a regular column. And that’s a good picture of you by the way Richard!
Richard I take your point on investing industry dollars wisely. Perhaps you could see fit to spend some of yours by sending a couple of your young staff members to the Festival of Ideas. Fostering young talent is a great way to ensure that our future is in good hands. I’m sure that Mr. Tinning and the rest of the PADC committee would appreciate such a positive commitment .
Our three biggest agencies all behind this campaign, yet very little defense of the work on this blog. Looks like even those responsible think it’s a pile of poo.
A word from the Media guys who thought up this initiative might be nice, wasn’t it Austereo, Channel 7 and The West? I think the agencies were just doing what they were told from the big boys.
Well done Richard for highlighting a blatant push for consumerism that got us all in the very mess we find ourselves in. While a glass half full idealogy is fine, as long as you have both hands on the glass and both eyes open – and its not your last mouthful. Alot of people in marketing have lost their jobs and probably more to come. I for one look forward to the coming years with small sustained growth and not the boom and bust cycles we seem to be ever in. Looking forward to hearing more from you in the future. Loved the cartoon too!
If the Smiley Face campaign has the capacity to do so much good and is working so well, why not persuade the State Government to put a few million into it.
Richard’s right – it’s a dopey idea, poorly executed and it’s a great shame all that creative energy and airtime didn’t go into attempting to help those who really need it.
Imagine how many more organ or blood donations or blankets or whatever could have been generated with the hundreds of thousands squittered away on this self-serving crapola.
Dave G.
The agencies involved do a great deal more pro bono work for worthwhile clients than their main critics on here. So let’s not go down the holier than thou route.
What is this Richard Clarke doing in the ad business if he holds this view. What? Did you get a conscience all of a sudden?
You’re obviously hard up for material Kim. Why not just get rid of the Perth blog and put your efforts into doing at least one fucken blog well. Fuck! I can’t believe these Perth #@$%*** that actually agree with this senseless drivel.
Colin Craine
Yes that is my fucken real name!!!!!
here’s a sample of what people on non advertising blogs have to say. Interesting comparison.
Confidence is as confidence does
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Written by Daniel Smith
Tuesday, 25 August 2009 11:03
Credit where credit is due to the brains behind the Vote Confidence campaign. If you haven’t heard of it, then you probably aren’t aware that Michael Jackson is dead either. Most people would recognise the Vote Confidence campaign as those relatively annoying, yet perversely uplifting TV and radio ads that tell you that the recession is over and it is boom times ahead again in WA. Not a bad idea for a campaign and credit to the various marketing gurus who are financing it out of their own pockets, for no direct return. It is always great to see business take responsibility for the future, rather than expecting governments to solve problems, and it is true that the difference between entering and avoiding a recession is generally a function of confidence and expectations. So, hats off to the team behind Vote Confidence… I only wish that industry had got together in such a coordinated way to campaign for daylight saving and extended shopping hours – then, perhaps, we wouldn’t have to reclaim our confidence in WA.
Bugger the Fundamentals? Forget Reality? Objective Assessment?
Petty abuse and personal digs aside, Richard Clarke really needs to put a smile on his dial 🙂
That, and maybe learn how to engage in what some may refer to as: a two-sided argument.
After reading his “helpfully unbalanced” opinion, it got me thinking. I agree that the “unchallenged” (inflated) confidence before the GFC was a major factor in the massive downfall of international economic systems. I also agree that the voices of reasonable caution were ignored over reckless greed and consumerism. However, I don’t agree that the current media climate of ‘prophesising doom and damnation’, is overly constructive (unless, of course, you are in a position to profit from that news media).
Yes, we should be realistic about the global predicament that global financial systems are in; but why make the same mistake at the other end of the sensationalistic-spectrum?
Wouldn’t it make more sense to instil some balance into this mix, via actual facts and genuine truths about prospects for the WA and Australian economies?
I think this campaign falls embarrassingly short of its true potential. The idea of using advertising to print the positive truths about economic prospects (that the news media won’t) could be quite powerful.
Instead we get a tedious mix of wish-washy jargon and superlatives, to end up resembling ads for a self-help seminar.
Looking at the majority of work that comes out of each of the three agencies involved. This campaign is way below standard, why?
My dad enjoys telling me of the time his new computer wasn’t working and he took it to a repairman to find out why. Within minutes the repairman had reached a diagnosis, “little fingers.”
So just why is this campaign so bad, when three of Perth’s (arguably) best agencies have worked on it?
And why after 5 days of relentless abuse of this campaign, has no one stood up to defend it?
Could it be another case of ‘little fingers’ that those involved will dare not speak of, or do people just simply have better things to do with their time?