What role does art play in advertising and vice versa?
There’s a commonality to art and advertising. Consciously or otherwise, the creation of both is inspired by culture. More often than not, works of art, like ads, are an amalgamation and reimagination of multiple cultural reference points. As the saying goes - everything is derivative!
In this way, I think art in all its forms – painting, writing, cinema, music – plays a significant role in inspiring the stories we create to deliver commercial messages, as well as how we craft and execute them.
Maybe, not so much the other way around. You probably won’t get as many bona fide ‘artists’ admitting to being influenced by advertising. I think much of the art world actually considers commercial creativity as somehow less worthy. Warhol and Lichtenstein come to mind as notable exceptions, of course. But I guess that was more about imitation and subversion.
In your opinion, do works of art in advertisements emphasize prestige? Why or why not?
I think that depends on the work of art, as well as the product being advertised. While a painting by Rubens may add a degree of prestige to an advertisement for, say, a full-bodied wine - the same can’t be said for Marcel Duchamp’s signed urinal, standing for example beside a Four’N Twenty meat pie. Of course, it’s not just about ‘high art’. I can imagine a bespoke piece by Banksy, raising the prestige of a sneaker brand significantly.
What type of art is more suitable for advertisements?
Any type of art that strengthens the message, by making it more engaging and adding to its emotional clout.
To what extent can advertising be called art and displayed as such in museums and galleries?
Art, as we know, is highly subjective and so is its definition. A purist who looks exclusively to the traditional disciplines of music, literature and painting, may dismiss the idea of advertising ever being considered in the same way. But, if you subscribe to the broad definition of art, as the application of human creative skill and imagination, in the endeavour of engaging and eliciting a powerful emotional response, then I guess some advertising has a case. ‘Some’ is probably the operative word here. Sadly, too few ads are fit to see the light of day, let alone the flattering light of a museum or gallery.
Do consumers need to have a discerning eye to respond to art in ads?
Adjusted for inflation, they estimate Picasso’s net worth would be between $500 million and just over $1 billion, in today’s terms. I doubt that he would have amassed such a significant fortune or enjoyed such renown, if art was exclusively for those with a ‘discerning eye’. Sure, some people still don’t know what all the fuss is about. But I think it was the largely universal appeal of Picasso’s work that was the secret to his success. I don’t believe consumers need a discerning eye to appreciate art, or art in ads. If the art is referenced or leveraged in a surprisingly creative way, is aesthetically appealing, engaging and adds to the power and resonance of the message, consumers will embrace it. After all, we’ve been admiring art since it first began brightening up the décor of our caves.
Can you share examples of when the two creative worlds have worked beautifully together?
Two examples from the past immediately come to mind.
The first is when Leo Burnett partnered with the Art Institute of Chicago and Airbnb, to give people the opportunity of stepping into a Van Gogh masterpiece. Taking the artists painting ‘Yellow Room’ and faithfully recreating it in 3D, before listing it on Airbnb. Instantly transforming the usually passive experience of admiring a famous painting, into something totally immersive and in-step with our modern age.
The second, is Droga5s piece for Christie’s exhibition of ‘The Last Da Vinci’. An incredibly simple and powerful film, that effectively lured the public to the exhibition of a newly discovered Da Vinci painting, without ever showing the work of art itself. Instead, pointing a concealed camera the other way, at the reactions of the people standing before it. The power of the masterpiece captured in their awestruck, mesmerized, moved or pensive expressions. Marketing worthy of a genius.