Check your pulse. Got one? Then you’ll enjoy this ride. And if your heartbeat is less a lusty, hungry throb and more a quiet, lazy flutter, here’s defibrillation: a showcase of the best of British commercial creativity that’s shaping our culture.
The UK has a joyous serving of creative talent. Forget the jazzy appeal of new industries and tech start-ups that are baying for the sort of brilliant minds that advertising used to hook almost by default; the ad industry still draws much, much more than its fair share of creative mavericks and culture shapers.
And here they are, a new generation of creative leaders, a fresh crew in charge who are full of expansive ideas, optimism and, goddammit, life.
Even better, they’re high on the breadth of talent coming up behind them. British advertising creativity is starting to hum again. It feels good.
We know – YOU know – that advertising is now a big, stretchy word. "Fearless girl", "FCK", "Metatronia", "Clowns", CALM’s male suicide statues… Advertising is words and pictures and things and places and experiences and attitudes. It’s what makes you want and love a brand. And when it’s brilliant, it’s culture.
No surprise, then, when the people who make this stuff on behalf of brands also make it for themselves. Their creative energy can’t be put tidily in a box when the office lights switch off at night. They’re writing books and screenplays and performing stand-up comedy and painting pictures and taking photographs and making music and…
It’s an intoxicating atmosphere. Breathe deep. And take this special issue of Campaign as a line drawn under the pessimism and uncertainty that has muted our industry’s spirit for long enough. British creativity is on the march.