Hating the ordinary

Back then the great global ad agency, DDB had “Enemies of the ordinary” as it’s slogan.

At first it looked strange to me and to most people since by nature humans will cling more to things familiar, things we are used to. The two year period I was with DDB, my maiden employment, did expose me to better understand many things in life- leave alone advertising-  the creativity and passion involvement, and media as a whole.

For real, at DDB we thought different, we behaved different and always had a knack of choosing to look on the other side where most people were not taking focus (the opposite direction)- which was then the philosophy of “enemies of the ordinary”. And most times I keep reminding myself by asking the three questions- we can do this? what if we do it this way? how do we marry these two ways?

The truth of the matter is that, when and if you opt to do the usual stuff in the ordinary manner, as a supplier of services of products then you not only expand the category of players but also in the process lessen your chances/ opportunities of being seeing, and of being considered. The better way of achieving much then is by being different, acting different and ideally having some distinctiveness = Standing out from the crowd ” be different, be unique”.

While at this, most clubs and even radio stations around will simply give you the usual narrative music wise…. same songs through and through, same artists all the way, and same sequence of the playlist 24/7. Its because of the nature of familiarity. And worse of cut and paste… where we argue if X did this and they succeeded then, we can do X and equally achieve same result.

Common good people….. Is there anyone out there doing Rumbalicious Montana Kamenga?

be different….. hate the usual things.


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