Clio

What was once the product-as-hero creative style of the 1950s was evolved by creative minds welding the emotive power, persuasion, irony and cynicism of ...

Pepsi claimed to be for the young and fun, and created the "Pepsi Generation." When a brand is committed to being creatively conscious by design, only then can they lean into the spaces and sometimes uncomfortable places where their actions and voices can authentically be heard, be useful, and empathize with the consumers they aspire to serve. As creators, our job is not to be opportunistic but to always see where an opportunity for understanding is needed and make a path for it. Advertising's creative minds gave birth to the spokesperson, the mascot and the brand personality. But advertising creativity, when held in conscious, empathetic hands, has the unique ability to not only reflect society but to course-correct its ills and potentially shapeshift them into a more enlightened, inclusive standard. What was once the product-as-hero creative style of the 1950s was evolved by creative minds welding the emotive power, persuasion, irony and cynicism of changing times.