Advertising; a black art, I am sure you would agree.
Except, Pete Ward’s Book ‘Liquid Church’ changed my view somewhat a few years ago. He suggested that advertisements are a good way to read culture. No one reads culture more carefully than the advertisers and so new trends in advertising are always worth noting.
The drinks industry has produced some of the most interesting adverts of late. They are selling us an idea of who we are, in communal form, or who it thinks we want to be.
I loved the new Guinness advert for example. It plugs into something simple and beautiful- the power of friendship, the brotherhood between groups of men, competitive yet held together by strong ties of something that could never be uttered, but what Jesus called love.
See for yourself. (Sorry about the advert before the advert. The world is a mad place.)