March 20, 2005
Contemporary cultural feast going on at Grant McCracken's Sage's Loggia (we sneak peeks on Sundays in Lent).
A sample meme is his fascination with the marketer's fascination with a sign from an old soccer clubhouse.
Perfect. “No boots in the shower” is going to appear on packaging. It may appear in advertising. It’s a phrase that captures the ambience of men’s sports: the hectoring tone of the club house, the sheer density of the male athlete, the inextinguishable need to spell out the obvious.
You could put 100 creatives in a room for a week and a half and not get something half as good, half as funny, half as unpredictable.
Plenitude, authenticity, mining atmospheric Real Life. The less creepy side of Experience Marketing. Sounds like fun. No doubt it all will become ironically corrupted, but for the moment, it's a refreshing side trip against the Age's slide into Gnosticism.