Just Do It
Impossible Is Nothing
Vorsprung Durch Technik
Probably The Best Lager In The World
Simples
Without saying the names the vast majority of people will know who or what the above apply to. We live in a world of soundbites, slogans and logos. We don’t really pay them much heed. They fill the between spaces. While we watch the evening’s big football match and the viewing waits for the second half begin their attention drifts to a cup of tea but in the back ground they are told to “Just Do It”. The best of these slogans creep into our subconscious leaving their stain, for good or bad.
Human’s seek information. We devour it. It is why we are addicted to the internet. Information heaped upon information. More than this we hunger for stories and significance. “Just Do It” and “Impossible Is Nothing” both hint at the presence of a greater over arching story. Your story. My story. That they can actually help you with. How could you not want their products?
Meanwhile “Vorsprung Durch Technik” plays the same trick as Auder Est Facere, disguising itself in an unfamiliar language to lend itself inflated importance. Human curiosity pushes us to find out more. What does this mean? Why is it important? By saying “Possibly The Best Lager In The World” rather than “Definitely” the invite is laid out for us to go and find out. Is it the best? Buy one and see.
When advertising sinks into the national or even global consciousness they have a massive success. It can come through brilliance but it can also hit our conscious through constant exposure, like the song that is over played on the radio. We end up hating it, but we do not forget it.
I recently discovered an artist who embraces this power. Gregori Saavedra spent a decade in advertising before dedicating himself to art, directing and illustration.
This particular work (which I own) is a collective of punchy slogans, statements and quotations. It fascinated me. Quotations are extremely powerful tools and it is a longstanding trend for football clubs and associations to plaster them on walls in an attempt to fill the heads of their young charges. The halls of St George’s Park are covered with quotes. Statements of intent.
This is difficult to do at grassroots level as the majority do not own their premises outright, having to rent them or share with others. An idea that I considered was to have custom bibs. Each bib with an appropriately inspirational phrase for the players. Subconsciously filling their heads with an ideology and approach to the game. Surely this would be better than another advert for fast food? Our very own statements of intent.
The above quote from Steve Martin is one of my favourites. Saavedri actually features it in his work. A statement about how great you intend to be.
A statement that we will let fear be our master but will be free to attempt the impossible. As “Impossible Is Nothing”.
A statement that we value creativity and always will.
A statement that we will work for each other, not just for ourselves.
A statement that although we know we have to work, although we know that we need to focus, we will always remember that what we are really doing is playing.
Then I came across Gregori Saavedri. Previously I had begun work on a creativity based projective whereby certain prompts, questions and ideas provide the spark for a coaching session, allowing it to form in an organic manner. The manifestation of this idea is a folder full of sheets. Some have questions. Some have images. Some have scenarios. Some have quotes. What if these quotes are taken together, into a larger but portable and eye catching device? Somewhere between art, advertising and motivation, like Saavedri.
This is a beginning. The intention being to create a larger piece in the Saavedri style that can be rolled up and taken from location to location. A marker of the magpie mind of the coach but also an indication that thoughts and actions do indeed have deep roots and a greater connection to the world at large. The group, the players, the parents and the coaches, will have a tangible object that shows where their identity came from and where it going.
