Haven't 'blogged' in a while. That sounds like me telling my doctor of my constipation... and in a way, i guess the situation ain't so different. Had nothing to put out. I avoid writing about my 'doings' because it's just as much fun as looking at someone else's wedding album ('there's my aunt Margaret and her nephew, you know, I once sat on her lap and she fed me a blah blah...' yawn!).

And then there was work. That inescapable demon that grabs you by the balls, swallows you whole and spits you out at the end of the day. However, this last week was quite interesting. It was a weekend full of seminars, workshops and ad bashing. The Sri Lanka Advertising Awards (also known as the 'Chillies') was on last Saturday, preceeded by a series of seminars/workshops/discussions followed by wild parties hosted by the big agencies. I know, to foreigners, Sri Lankan advertising is as well known and well savoured as fried roaches...

It's always the biggest and glitziest award ceremony in the island... the time of year where advertising people worry more about what to wear to the ceremony, than about the actual bloody awards. When the big names in the entertainment, marketing and advertising industries get together and pat themselves on the back for interrupting your favourite TV/radio programmes and making you wish you were dyslexic with our print ads.

I hate local advertising parties. Don't get me wrong... I love my job and like winning awards. I just don't like ceremonies. The time of year when people meet other people from other agencies and exchange polite nothings over more than a few bottles of expensive booze. Wish they'd just mail me my award instead of having me stagger on stage, and then blind me with a million flashing cameras. But then again, there are people who live their entire career for just this Kodak moment. These are the people who could've made it in politics had they not been so 'pretty'.

Having said that, there were some pretty nice and original pieces of work and the judges forum was interesting (and eye opening). Of course, the work that sucked, make classifieds look like Cannes Grand Prix winners! It amazes (and embarrasses) me to see what client's and some agencies consider award-winning work. Laziness is the biggest enemy of the creative mind. And that goes not just for advertising but even for the local music/film industry. It's no use just coming up with a nice idea if you can't go that extra mile and execute it well. Craft and attention to detail is important because even if the idea is a hacked one, a fresh execution will save it. Being a writer, i also believe that no copy is the best copy... because no one likes to read! Quoting one of the foreign judges, 'Advertising is an intrusion into someone's home/life... at least have the decency to entertain them without shoving your product down their throat'.

A lot of brand managers take their products too seriously (it's a symptom of 'make my logo bigger!' syndrome). Most of my clients are no different. But this is where the wit and persuation skills of the advertising person comes into play. So far, i've been lucky. And our agency ranked in the top three; a good enough reason to revel in the alcoholocaust of an after party (another thing i can't stand unless i'm filled to the brim). I have also confirmed my belief that our DJs are the lowest form of life on the planet with a brain the size of an amoeba and a CD collection to match! But that didn't stop me from ripping through the dance floor (yes, i did... pretty girls and alcohol are a perfect remedy for our DJs).

Well, these are my thoughts on advertising. Things are improving and standards are rising so it's a good sign. If they keep going at it, taking more risks with creativity and expression rather than mere shock tactics, i'm sure we'll eventually be on par with regional industry leaders: Thailand, Singapore, Japan and India.
And I can still hear the words of my first Creative Director: 'First build your portfolio... and then take liberties! Now get back to work!' and most importantly 'work for the awards, not the awards ceremony!'.

Excuse me, while I look for my spliff...