Printing remains one of the most creative, interesting and fascinating advertising mediums
In times when journalists, advertisers and agencies herald the death of printed press (if they’re not talking about the death of advertising, in general), Lubars says it is still breathing. “It’s the oldest medium and what’s fascinating is that it seems to still be one of the most creative and interesting and effective. People love coming home and sitting in a chair with their magazine. With all the new technology, at least in this country, in New York, people love magazines”.
Print is less used in promotion campaigns because the medium offer is broader now, and agencies have more options on the table. However, the mixture should not be deprived from print - if the medium is relevant for the campaign's message.
“When I look back it was boring when there were just three mediums: you’re going to do a commercial, you’re going to do an ad, whatever. And what you did within it was interesting. You don’t even know what you’re going to do now, so this makes it much more interesting for the people who are comfortable within chaos more than rigid formulas”.
If the print is not outworn, then what are the rules that don’t apply anymore in 2009? “I think everything that pretends things are fine or ignores what is happening today would make the client seem like they don’t get it. And I see a lot of ads now that I can tell were done last year and are running now, but they aren’t relevant now. There has to be kind of an inner acknowledgement of what’s going on now.
Tasteless spending or rich pissing around money is not a good thing to depict, there are a lot of people hurting out there”.
This year, David Lubars will chair the Film and Press Juries at Cannes Lions Festival. He expects to see something surprising, fresh and never done before. After 30 years in advertising, he still expects surprises from the industry he is part of, where the “the cement never hardens, where it is always liquid”.
Print is less used in promotion campaigns because the medium offer is broader now, and agencies have more options on the table. However, the mixture should not be deprived from print - if the medium is relevant for the campaign's message.
“When I look back it was boring when there were just three mediums: you’re going to do a commercial, you’re going to do an ad, whatever. And what you did within it was interesting. You don’t even know what you’re going to do now, so this makes it much more interesting for the people who are comfortable within chaos more than rigid formulas”.
If the print is not outworn, then what are the rules that don’t apply anymore in 2009? “I think everything that pretends things are fine or ignores what is happening today would make the client seem like they don’t get it. And I see a lot of ads now that I can tell were done last year and are running now, but they aren’t relevant now. There has to be kind of an inner acknowledgement of what’s going on now.
Tasteless spending or rich pissing around money is not a good thing to depict, there are a lot of people hurting out there”.
This year, David Lubars will chair the Film and Press Juries at Cannes Lions Festival. He expects to see something surprising, fresh and never done before. After 30 years in advertising, he still expects surprises from the industry he is part of, where the “the cement never hardens, where it is always liquid”.