Passionate Advertising

I can't write... Even though it's the final installment, the words just won't flow.

Well, writing can only draw from what's inside you. Thoughts stem from experiences and knowledge; words don't just fall from the sky. Still, the fact I didn't have enough to fill six columns makes me sad at how empty it feels.

Whether it's planning or copywriting, all expression ultimately comes from the materials within oneself. In the previous column, I wrote that "diffusion resembles the spread of a fire," but I believe the fundamental energy driving that diffusion is something creators must painstakingly squeeze out from within themselves. Even if an idea starts as a casual thought, I don't think something truly great can be created by just going with that lighthearted vibe. At least, I have no memory of it happening for myself. Well, to be honest, I don't have that much experience creating truly great things. But in this column, reflecting on my limited experience, I've spent the past five installments considering "What is necessary for creativity to spread?"

　Be mindful of dialogue while considering the other person.

　Speak truthfully without lying.

　And aim for something that's a "first" for the world.

...But none of these things are particularly special, right? They're things that have always been considered important in creating expression, regardless of whether it spreads or not. Just because social media exists doesn't mean things people don't want to spread will suddenly gain traction.

Has going digital made creation easier? Does social media mean people will automatically hit "Like"? Absolutely not. While technological advances have expanded possibilities, truly great work remains equally demanding—whether analog or digital—born from creators' immense effort and struggle.

Similarly, the notion often associated with the word "spread" – that things spread naturally or can be easily disseminated with minimal effort – is another major misconception. Who was it saying something reckless like "striking it rich"? Oh, it was me. My apologies.

The phenomenon of something becoming a hot topic and spreading throughout society isn't new. It's just that the previously invisible mechanisms of diffusion have become visible through social media. And along with that, I think what's truly important for expression has also become clearer.

That's why I urge everyone in advertising to check just how many tweets or shares their own ad content is getting. Isn't the reality that most ads barely get discussed at all? Of course, social media reactions aren't the only metric, and I'm not suggesting we focus solely on them. But what we should fear most is becoming an ad that doesn't even get tweeted about. I've personally searched for my own ads to gauge their impact, only to find a handful of tweets. That moment drove home a harsh truth: "Powerless expression is completely ignored." An ad that leaves no impression might as well not exist.

No matter how advanced media or technology becomes, they won't provide the methods to move people's hearts. All we can do is persistently and foolishly keep asking the fundamental question: What kind of expression moves people? It's constantly changing, and the ads we create quickly become relics of the past. Ultimately, I feel the job of an advertiser is to provide the "heat" needed to ignite society right here, right now. To do that, we have no choice but to pour our own passion into our expression.

Earlier, I wrote that none of the work I consider successful was easy to create. Yet, without exception, the process itself felt enjoyable. Even when told it was good enough, I'd endlessly rewrite the copy, convinced it could be better. Perhaps the mark of good work isn't ease, but finding joy even in the struggle. Think deeply. Wrestle with ideas. Trial and error. Deliberate challenges. Persisting just a little longer. The greater the passion of the creator, the more it resonates with the audience. Advertising with overwhelming passion. I believe that is precisely the kind of creativity we should strive for in this era where even emotion itself can be visualized.