For years, companies have spent millions upon millions of dollars in the wonderful world of advertising. From television commercials and newspaper ads to magazine layouts and billboards, we are all being constantly greeted with an advertisement for some product, service, or idea. And while many swear that advertising is something that is neither taught nor developed, Doug Pray is out to prove you wrong with his new documentary correctly titled Art & Copy.
The film, which speaks with some of the most powerful individuals within the advertising industry, dissects the art of the craft, attempting to get to the bottom of its mission and success. The process is a tedious one, and it will probably lose the interest of many not even half way through. However, for those who share the same fascination as me in terms of consumer trends and appealing behaviors, this film a true gem.
The characters, all unique and personable, spill the beans on how and why certain ad campaigns worked. From Budweiser's frogs and Dell's computers to Tommy Hilfiger, MTV, and the infamous neon-lit iPod, every major product gets its time within the film. And while the detailed analysis as to why it worked and what is planned for the future is kept under tight lip, it is still interesting to hear just how unexpected much of the success was.
In terms of the on-camera talent, most were quite interesting. Hearing guys discuss how paranoid Tommy Hilfiger was when his initial ad campaign hit the market (one that compared him to the likes of Calvin Klein) is true entertainment at its finest. However, at the same time, many subjects rubbed me the wrong way as their interviews had them come across as arrogant and somewhat self-enlightened. It wasn't necessarily a bad thing, for we all know that big time advertisers know their stuff, especially in terms of what consumers want. But when trying to look at the film objectively, it is hard to ignore their cocky presence.
Theatrics, personalities, and the desire to be different than they are were just three lessons that I learned from watching this 90 minute film. That, in and of itself, is a huge accomplishment. It leads me to believe that unlike many other documentaries that attempt to use scare tactics to get their point across, Art & Copy is calm, collected, and reasonable. As a result, it is a learning experience; one that will surely have you thinking the next time you see a commercial, billboard, or newspaper ad.
