The Slow Ad Movement

Our manifesto
The Slow Ad movement believes that advertising is good for you, good for your family and great for your society. We advocate that people take more time out of life to enjoy more advertising and give their attention more fully to advertising more often. We believe that in return some people’s lives will be substantially enriched.

Have you ever heard the expression used in the media: “We’ll take a break” or “We’ll take a commercial break”? Ever wondered why they call it a “break”? Well, it’s because that like a tea break or a holiday break or a siesta, an ad break is good for you – very good for you. Ever wondered why women’s magazine always start with loads of gorgeous ads? Ever wondered why the best street perspectives are filled with posters? All these are signs telling you that advertising is GOOD.

In a world filled with imaginative programming, content, and editorial, beautiful landscape and great buildings, everyone needs some way of escaping the bombardment, of enhancing their lives with something different, something pure, something that doesn’t try to hide itself away or disguise itself as something else. Good advertising is what people need to make life better, more fulfilling and long-lasting.

Unfortunately, the media tend to always use the word “quick” when introducing the ad break, as in “Now, we’ll take a quick ad break”; but this is all wrong. Wrong, wrong, wrong. We suggest that what is needed more than anything else in people’s lives is SLOW AD BREAKS, in which people can savour the quality of the advertising and be fully exposed to the life-enhancing promised by the products.

Our philosophy
We believe that everyone has a fundamental right to pleasure and consequently the responsibility to protect the heritage, tradition and culture of advertising that makes this pleasure possible. Our movement is founded upon this concept of eco-economy – a recognition of the strong connection between marketing and Man. Slow advertising is good, clean and fair advertising. We believe that the ads people encounter should be of a good quality; that they should be produced in a clean way that does not harm the environment, animal welfare or our health; and that advertising producers should receive fair compensation for their work. We consider ourselves co-producers, not consumers, because by being informed about how our advertising is produced and actively supporting those who produce it, we become a part of and a partner in the production process.

Guide to getting more from ads
Here’s some pointers on how you can really appreciate and benefit from good advertising:Firstly for a publication-based ad -Generally, take your time with it.

If it’s in a printed publication, don’t look at the neighbouring editorial and ifg it’s on a page of its own you sould fold over the magazine or newspaper so that you’re only looking at the ad. Spend at least 10 minutes with each printed ad.

For posters, we recommend standing in front of them, or better still bringing a fold-up chair with you and sitting down, for about 15 minutes – they’re bigger than publication ads and so take more time in terms of appreciating the scale.

If it’s a broadcast ad, ideally you will need to record it and listen to it over and over again until the substance of the ad sinks in fully. Of course, with today’s MP3 players and iPods in particular, you can carry 1000s of ads around with you all the time and sort them into categories for a thorough archive.

Happy adjoyment!

Our events & related matters

The Cannes Advertising FestivalThe 2008 Munich AdFEST Week (Oktober)

The Man Booker Prize for Advertising

Don’t miss our stage at Electric Picnic – where you can go to buy ad-related stuff including books of ads

Venice Biennale Advertising Exhibition

No comments: