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The country finds itself in what is said to be the most severe recession since ‘82 or ‘71.  Some go so far as to say we’re bordering on a depression.  Even more, seeing that the economies of the world are inexorably connected, this time it’s global.  It reaches into every industry and down into every business.  This makes us all very somber, very serious and extremely careful.

In our business, an attitude shift like this infiltrates every discussion around a brand and its communication.  Decisions are made with extreme caution; ideas are judged under a banner of conservatism and evaluated based on any number of imagined risks.  Humor is over-analyzed.  And throughout this conversation, the word “creativity” becomes tarnished and trivialized.  It becomes something to discuss when the economic picture becomes rosy, once again. 

This is unfortunate, because in reality, it is the strongest weapon a brand can wield at a time like this.  Creativity is the driving force behind impact.  It is the engine of attention, and there is nothing more necessary for a brand during a time when consumers are confused and complacent than strong impact and the ability to get attention.  Creative ideas reverse attitudes:  a spontaneous laugh or an unexpected visual twist provides a shock to the system.  It reopens a closed mind to reconsider and allows alternate thoughts inside.

Apple uses creativity not simply to break through with a message, but literally to break the online media itself.

Modern psychology considers emotion a stronger motivating force than logic.  Fear, depression, stress, anger– let’s face it, emotion is one of the biggest factors in any down economy. Creativity is the key to pulling emotional triggers.  Just imagine how strong a message of hope and positivity can play for a brand.

A creative message of inspiration, “Yes we can,” was a backbone in the November Presidential election.

The other mistake is considering creativity as merely advertising, or the tone and execution of a passive message.  Today, creativity combined with technology is extremely active and involved.  It does more than get attention; it urges people to get involved.  It develops positive, rewarding relationships (and that is just what we need right now).  It brings people together, gets them excited to be a part of something.  Creativity offers the most wonderful distractions, provides and emotional compass that points away from the present mire. 

NGK Spark Plugs creates humorous in viral videos to make it point and get consumer pass-along.

In fact right now, the only risk with creativity is in avoiding it.  In dark times, we all search for a beacon of light.  Most brands have it at their disposal, but just can seem to flip the switch.  They wait in the dark.  And then one of them ventures out with something-an alternative message, an unusual interaction, a new way of connecting or sharing or communicating.  Surprised by their behavior, we all stop and take notice.  We give that brand, that piece of communication our interest, our attention, our gratitude.

Snickers creates a new language, SnickerSpeak to get its consumers talking.

Creativity is this world’s only limitless resource.  Yet brands continuously conserve it, waiting for the “proper time.”  Well, there is no better time than the present. If your brand plans on speaking to consumers-in any media, in any form-do it with enough creative force to be heard.  To gain notice.  To start conversations.  To change minds, and hearts.  That is, in fact, the reason creativity is here.

This past weekend, I found myself in a familiar spot—standing among a group of people I hadn’t previously met answering the standard “guy meeting guy” question: “So Mike, what do you do for a living?”

After a slight cringe that I’ve perfected over the years so that it’s barely noticeable to the human eye, I answered: “Advertising.” The next question, of course, is usually some version of “Advertising, so you make commercials?” I reluctantly answer, “yes” and then the floodgates open.

I’m usually asked if I did a particular commercial or YouTube video one of them had seen and thought was funny. Most often I have to say “no” because the odds of me actually producing the commercial someone just saw are akin to winning every lottery in the lower 48 states. So, I navigate through the conversation nodding and agreeing, throwing out a few campaigns they might be familiar with and everything proceeds normally, that is until one of the group tosses out the game-changing comment: “No offense Mike…(They’re always polite before they attack the industry that shelters and feeds my family)…but I think all this advertising, it’s gotten out of hand. It’s really become a big hassle.” This is a paraphrase, of course. But this general point is always articulated and the entire group usually nods in agreement.

They’ll go on to say that all this brand messaging gets in the way. They’ll talk about it interrupting everything they do—watching television, listening to the radio, surfing the web, social networking. No media is ever safe from the growing rant within this circle of new friends.

Hey, I get it. We as advertisers spend more time and attention finding new mediums and ways to “integrate” brand messages then we do attempting to understand the human dynamics of conversation, of sharing, of relaxation, of entertainment. Ever since I started in this business, the goal was to “disrupt” someone in the midst of doing something else in order to steal attention. In fact, I once had a client tell me that a billboard campaign I created was too disruptive: “These people are driving, Mike. I don’t want my brand to cause accidents.”

Not surprising then as new, emerging media came onto the scene; we marketers gleefully accepted it (more contact points with consumers) and started doing the same thing we’ve always done. We pasted our television commercials in front of online entertainment, forcing them to watch. We stuck banners right in the middle of conversations on social networks. We filled people’s e-mail boxes until their servers shut down and buzzed countless text messages into the phones in their back pockets. We’re still bothering them, although in an impressive, high-tech way, of course.

Yes, the consumer is bothered by brand messaging. But here’s the interesting thing: they love brands. As I stood in that group listening to them talk, my eyes began to wander across the numerous logos and brand icons they were all sporting. 2, 3, 5, 10… people are proudly displaying gaggles of them. We are, in a sense, walking billboards. I was displaying four of them myself.

Why? Because brands are our badges; they are our ways to display personality, opinion and free choice. We make our own statements with them, we identify ourselves by them, we relate to them. They are our friends, until they start interrupting us with their messages.

So, our goal as marketers is simple: stop being impressed with new technology and emerging ways to “get to” people. Instead, think of those people first and then find ways to be invited into their lives. Get permission; become interesting enough to be asked to join their conversations. If brands are friends, then have the messaging act as friends do.

With all this technology and innovation surrounding us, it shouldn’t be that hard.

As the advertising pundits begin publishing and posting the various Super Bowl advertising rankings and polls, I can’t help but wonder if we’re missing a subtle shift taking place, a momentum swing from the ostentation of advertising’s biggest spectacle back to the heavy lifting of communications plans.

Of course there are extenuating circumstances this year:  a sobering economy, a new politics of “cautious optimism” and a collective sense of humor that’s more introspective if not downright conservative.  

Now, being a veteran creative who’s worked on Super Bowl commercials and sat in the back of the room as my commercial’s time slot neared, crossing my fingers that my guests would laugh or cheer or give that approving sigh, I know the biggest hurdle to overcome is the game itself.  A boring game means people are watching the spots with more excitement and expectation.  An exciting game means people are either jumping from the couches during breaks for sustenance or simply irritated that the game’s been interrupted.  The crowd swings with wherever entertainment value is highest.

Which is why commercials on the Super Bowl usually swing for the fences (sorry to mix the sports metaphor, perhaps go for the Hail Mary Pass).  Just like the game, the goal is to rise above, to hoist the trophy.

This year it felt like most of the commercial competition decided to play “not to lose.”  The humor was mostly physical and predictable:  How many of you knew the office guy would be tossed out a window 3 seconds before it happened, or predicted the crystal ball being thrown at the boss?  Who is going to sit patiently as Bud profiles the lives of its Clydesdales? Or another repurposing of the “Mean Joe Green” Coke commercial.  And advertisers relying on 3-D gimmicks, come on. 

Sobe: Lizard Lake 3D Commercial

There wasn’t a surprise in the bunch, not a single drop-your-jaw shocker.  The talking babies have grown past their prime and Go Daddy is just plain tired.  And I can’t remember a SuperBowl that ran as many already-aired spots before.  Why in the world would someone put a rerun on the biggest ad stage of the year?

Has the new technology wave and the habit of DVRing through advertising finally begun to take its toll?  I don’t know, but it is odd that one of the most memorable commercials was for Hulu, the online entertainment portal that’s been successfully stealing eyes and ratings from television for over a year now.

Hey, I know that budgets are tight and paying $3 million a spot is ridiculous—but it’s the Super Bowl.  Either play or exit.  Here, the middle ground where you think about cost efficiencies or brand message points or tonality issues is deadly.  Brands have all year to strategize and cleverly access new media to build stellar results-oriented campaigns.  

But on this anticipated media day at this rare world event, don’t follow the marketing guidebooks.  Go for it.  Just like the game itself, the brands that do something amazing, that brake convention, shed their “concerns” make history.  They are remembered; they are appreciated.  They live beyond the game and into history. No matter what happens in the future, no matter how new media alters the face of communications that point will never change.