Despite ad writers’ attempts to classify advertising as an art form, advertising is secondary to arts and culture, such as painting, photography, film, and literature. Can modern ad writers claim to achieve the magical effect of Pushkin’s lines in Eugene Onegin, a timeless “advertisement” for Breguet?
“Still in his morning coat attired,
Onegin dons his Bolivar
And rides out on the boulevard
And joys in its expanse untired,
Till his Breguet with sleepless chime
Reminds him that it’s time to dine.
And yet more goblets thirst commands
To slake the fire of steaks well-done
But the Breguet’s inerrant hands
Tell us a new ballet’s begun.”
We’re not an advertising agency, but a media company specialising in television films, publishing books and magazines, and assisting companies in achieving their goals. We accept adwork for the pleasure of it, combining cross-cultural knowledge, training, intuition, and exacting standards with years of know-how.
We can offer something ad agencies can’t, philosophically agreeing with David Ogilvy that “advertising can’t help sell an inferior product” yet “there’s no need for advertisements to look like advertisements.” What works for promoting products? Zest, talented, and memorable ideas.
When buying my first car, I couldn’t afford a “brand name” and chose a Renault despite most ads trumpeting other brands. The ads pushed their products too much, but I remembered Mayakovsky’s lines: “There’s no escaping scurvy gossip / You’ll just have to forgive me, folks/ I’m back from Paris with no perfume / or necktie, but with a new Renault!”Mayakovsky, a poet and one of the finest advertisers of the 20th century, created his slogan “It’s nowhere, if it’s not in Mosselprom” as a “psychogram” that’s both a slogan and a password. It’s memorable and stays with you long after the product no longer exists.Our advertising will be striking, impactful, and enduring — poetic yet precisely aligned with your goals.
That’s why I believe we can offer you something that mere ad agencies, with their commercial approach, cannot, because philosophically we agree with David Ogilvy that “advertising in the end cannot help to sell an inferior product” and yet “there is no need for advertisements to look like advertisements.” What works for promoting products, brands, trademarks, countries, or regions? Above all: zest, talented and memorable ideas.