Simon Pont

The meeting point of RETAIL and EDITORIAL was traditionally 'THE MAGAZINE'. A style bible like Vogue or Harper's, for example, would carry glossy colour ads of beautiful things, commercial messages betwixt a sacrosanct and inviolable editorial.
Brands really do have the potential to evolve. Those brands that get it right over the next 10 years will pull away from the primordial pack, from the push messaging of boiler room marketeers. "Sell! Sell! Sell!" is not the future of branding.
Words as pegs. For ideas. I've always liked that idea. What I also find so eloquently smart and cunning about words is what they don't say, but rather what they evoke.
I suspect Gravity might just be the dawning sun of a new genre in movie-making: the 'super-immersive' movie concept. It will influence the movies that get produced and how they are later marketed.
"That first kiss, that pause, just before, that pause spilling with expectation and possibility. Eyes. Mouth. Parting lips. Anticipation. Closer. Yes. Complicity. A submission, a moment shared in time and trust, a kiss offered, a kiss taken; a first intimacy. Kissing is The Business."
Some men are born great. Others have greatness thrust upon them. Slightly abridged, but you'll recognize the line: Shakespeare, Twelfth Night, passing comment on how our natures and our circumstances influence how we step figuratively to the plate. Philosophically speaking, provocatively speaking, the line's also a bit of cheat in that it mashes together opposing schools of thought.
By extension of putting consumers "in control", the new consideration should become how campaigns can put them "in character". Beyond us asking, "What is the role for The Brand?", we need to establish, "What is the heroic role we are giving The Consumer?
Tyler Durden. Renton. Remember those guys? One looked a lot like Brad Pitt, the other like Ewan McGregor. Two charismatic anti-heroes of the 90's: poets, philosophers, one a pugilist, the other a heroin addict, and both occupants of society's fringe.
Consider Red Bull's space jump. Being oft-cited doesn't make it less instructive. Both Saatchi's poster and Red Bull Stratos are acts of sheer audacity and absolute bravery.