By David Tapp of Eclipse Creative
With an ever growing increase in technology and connectivity, practically every educator on the subject will tell you that globalization is breaking down cultural divides everyday … Particularly the case in advertising.
Well I’m here to tell you that culture, geographical differences and ethnic divides are still stronger than ever in the world of communications.
Case and Point:
– We were in the process of creating an advertising concept for a national brand.
– Simon, (in the creative department, originally from Jersey – not to be mistaken with New Jersey) was explaining the development of a concept direction with the use of kitchy catch phrases such as “Splash Out Like Sue”.
– Kristine and I (client services people both born and raised in Canada) looked dumb founded by what was meant to be a commonly used phrase.
– Jenny (Principal, Creative Director and product of a British family) got the saying right away…
– We couldn’t figure out why A. Kristine and I didn’t get the concept and why B. Simon and Jenny automatically did.
– Simon took the time to explain it meant ‘splurging’ or ‘spending money freely or extravagantly’.
– Only once we asked for a couple second opinions outside of the office, we realized “Splash Out” wasn’t as common as we thought in Canada. In fact, a dictionary term describes it as chiefly Brit.
Blame it on the Brits – might as well have said “Tea and Crumpets with Sue”.
Are we really that different after all? Sometimes yes I suppose … Don’t you forget it.