At last! In a recent Diary, a geezer from Sega actually acknowledged
(well, maybe not actually, but at least by implication) that drugs play
a small part in our culture. Did I say small?
Twenty per cent of the adult population of this country uses drugs. I
have a spliff before work every day and have done so since I was 15. And
I run a very successful agency. Fifty per cent of 15- to 24-year-olds
use drugs. Three million people use Ecstasy. Every secretary, media
buyer, just-out-of-uni hotshit creative did an E at the weekend. So why
the shy tones, people?
A friend of mine has got clients who target teenagers. Drug references
in the ads? Not a prayer. ‘Our target market wouldn’t use drugs.’
Bollocks. The reason anyone buys a flapjack or cheesy Wotsits is not
because the ads are so well-focused, but because the entire consumer
base is stoned and has the munchies.
The reason anyone sits in front of a computer playing Trog the Mighty
Universal Zippo is because they are either stoned or they were stoned
last night and the graphics remind them of the hallucinations. So who
are you all trying to kid with your moralistic, patronising claptrap?
Find the strategic planner at any major agency. They probably got into
their career off the back of a tab of acid. New-media agencies? Founded
during a drugs binge.
But I digress. Stop pussyfooting around. We live in a culture that is
founded on drugs. Wake up and have a sniff.
Send your rants to Belinda Archer, Campaign, 174 Hammersmith Road,
London W6 7JP