1) Big budget advertising will still be dominated by major brands, but the barrier to entry for advertising has really been lowered thanks to the Internet and mobile. There is a huge demand for great content across all platforms right now. Viewers want a great story and great concept whether they’re consuming it online, in a headset, in a live experience, or on TV.
2) I think 2016 really ended on a low note for the U.S., and I’d like to see Biscuit rectify the negativity in 2017 by continuing to create amazing work that inspires—whether it’s a funny commercial that brightens someone’s day, or a groundbreaking PSA that incites positive change. Director Aaron Stoller’s latest work for the National Partnership for Women & Families does a bit of both.
In the PSA, a 260-week pregnant paralegal struggles throughout her workday, unable to afford enough vacation time to actually deliver her baby. The commercial shows the enormously pregnant woman humorously maneuver around the office, while shedding light on the darker issue of workers who are unable to take paid family leave. It’s entertaining, but it also sends a bold message that sticks with the viewer.
3) Roll with the punches, and be willing to adapt and change. Sometimes things don’t go exactly as you’ve planned or imagined, and in order to succeed you need to be able to deal with it. There were a lot of curveballs last year, and many of us in the advertising industry were surprised if not shattered by the outcome of the election. It’s just another reminder of how we need to be ready to adapt and work together to create calls to action.
4) A healthier 2017. Am I being too vague? Seriously though, I think that’s really what everyone strives for after the holidays.
