The Moon Unit
No budget? No problem; how AI is levelling the playing field
Big ideas, big stars and big productions have been the sole preserve of big budgets since the dawn of advertising. But, says The Moon Unit, with the advent of artificial intelligence, technology is now allowing Goliath-like ideas to be made by David-sized budgets. Can AI strike a blow for equal creative opportunity?
When capitalism ends, what happens to advertising?
When it comes to advertising, many people would say the most important 'c' involved is creativity. But what if it's not? What if capitalism holds the key to the future of the business? And what happens, asks The Moon Unit, if capitalism crumbles?
Thinking about shooting a short film? Try a long ad instead
Short films can be incredibly impressive and hugely artistic, but can they kick-start a career in advertising? Not according to The Moon Unit, who argue that if you're looking for a calling card, have a spec spot to hand.
Does Sora mark the end for directing as we know it?
With OpenAI's new text-to-video software leaving slack-jaws around the industry, The Moon Unit speculates if we're looking at a new chapter in filmmaking.
Why no one cares about ads any more (with one significant exception)
Collective experiences can super-charge an ad but, says The Moon Unit, with the advent of streaming platforms and the fragmentation of viewing habits, those experiences are increasingly hard to come by... but not impossible.
Prompt Engineers; the new wave of emerging talent
This month we've been talking about new talent; emerging creatives and directors honing their skills in order to find a place in the industry. But what if those skills are changing? What if there's a new job role that will supersede the more traditional advertising ones? The Moon Unit investigates...
Christmas ads: where are the ideas?
When the time comes to unwrap the festive filmic treats bestowed upon us each year by brands we are, too often, receiving gifts we've already been given. At least, that's the view of The Moon Unit, who believe brands are 'rifling through the same box of tricks'.
Will animation companies still exist in five years' time?
It can be creative, distinctive and has the potential to work brilliantly for clients but, says The Moon Unit, animation is also facing a trifecta of troubles which present an explosive risk to the medium and the companies that facilitate it.
Is it possible to work in advertising and have a conscience?
Would you work on a campaign for an arms company? Probably not. A tobacco company? No, it's illegal. At least it is in the UK, but how about elsewhere in the world? And what about fossil fuel? Or sugary drinks? Or alcohol? Moral decisions can sometimes be a maze of 'ifs and buts' and, as The Moon Unit outlines, while a moral framework is incredibly important, it's also fraught with dilemmas.
Cannes; the festival of insecure overachievers?
As the advertising industry decamps to Cannes The Moon Unit asks whether the success of the festival is because advertising harbours so many brilliantly creative and successful people who are, at the same time, unsure of their own worth.
The rise of AI companions; advertising’s final frontier?
For advertisers, consumers developing an emotional attachment to their wares is the Holy Grail. But what if emotional attachment isn't just a consequence but, seemingly, the whole point of a product's existence? Here, The Moon Unit examines an artificial intelligence anomaly which has brought ethical confusion and governmental oversight into the arguments over AI.
AI is an opportunity to remind ourselves what creativity really is
Artificial intelligence is here to stay, but how scared should we be? Will computers take our jobs? Will technology render creative people obsolete? No chance, according to The Moon Unit, who, as we begin this month's Tech Focus, argue that there are two things which set human creativity apart which AI will never be able to replicate.
How advertising falls into fight, flight or freeze... and what to do about it
Faced with fear, humans generally have three responses; run and hide, play dead, or come out swinging. But those responses evolved from a time when danger was almost always life threatening. So, how do they relate to today's fears? The Moon Unit reevaluates our fight, flight and freeze responses for a modern world.
Sensual satisfaction: make them lick the screen
What’s the secret to producing a great food and drink ad? The Moon Unit suggests we can stoke desire in the kitchen by drawing on what creates desire in the bedroom.
What do this year’s Christmas ads tell us about society?
What might the release of this year's crop of Christmas ads tell us about the world we're living in? From being sad and lonely to having doubts about the economic engine of capitalism, The Moon Unit examines some festive fears.
Parody ads that hit harder than the real thing
Things aren't always what they initially seem, particularly with parody ads where shocking satire can hide behind a mask of normality. The Moon Unit explores the evolution of spoofing and examines why, in the world of parodic advertising, comedy has given way to culture-jamming.
The lure of the new… and how to hack it
Like magpies attracted to shiny things, humans are attracted to the new. This, as The Moon Unit examines, is a hardwired, evolutionary phenomenon that could save your life or help you sell deodorant, because emphasising new is one of the oldest tricks in the book.
Break taboos... win awards?
Half of the battle, says The Moon Unit, is to attract attention, and breaking taboos can certainly do that. Whether it's admitting your product was terrible, bulldozing women's health barriers or alluding to defecating your pants, it'll get you noticed and possibly win you an award or two. But things don't always go to plan... especially if you're conjuring images of incest.
What will Cannes be like in 100 years?
What categories might there be in the next century, and how will those messages be delivered? Will the Lions festival as we know it still exist and, crucially, will there still be rosé? The Moon Unit cracks out its crystal ball to investigate.
The secret politics of the shoot
Politics is just the art of getting things done, but has come to mean so much more. The Moon Unit look at the push-and-pull of a commercial shoot, examining who's really in charge, the tricky question of tribes and the ultimate conundrum of how to foster good communication.
Want to make great commercials? Try 'sadvertising'
If there's one thing guaranteed to bore a consumer, argues The Moon Unit, it's relentless positivity, because the ebb and flow of emotions is what creates a connection. Clients don't always see that, but mixing negativity with something more positive is a proven path to success.
Why the public hates the ads we love
If authenticity in advertising means being true to your brand, and to your consumers, then should the industry be more in tune with what those consumers actually like? The Moon Unit explores the disconnect between industry professionals - be they in advertising, movies or art - and the audiences they serve.
Manifesto ads; has ‘corporate poetry’ outstayed its welcome?
When advertisers switched from concentrating on unique selling points to focussing on feelings, a monster was born. Manifesto ads with their earnest voiceovers, tinkly piano tracks and podium-like posturing have become client cat-nip. But, asks The Moon Unit, are they a force for good or actively evil?
The Christmas ads and what they’re really saying
You may think festive ads are all about expensive gifts, overfed families and gaudy decorations but, says The Moon Unit, there are hidden depths to these Christmas confections that tackle human concerns such as the fear of isolation, the desire for freedom and meaningfulness, and our fear of death.
