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.
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.
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...
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'.
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.
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.
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.
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.
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.
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.
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 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.
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.
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.
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 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.
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.
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.
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.
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?
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.
As the industry continues its attempts to tackle the issue of diversity are some people already pushing against it, and is enough really being done to further the cause? The Moon Unit looks at the strides that have been made, examines the arguments some have against them, and asks whether our understanding of the word 'diversity' needs broadening.
Kicking off this month's sustainability and climate focus, The Moon Unit examines advertising's role in the climate emergency. How much responsibility should the industry take for the current situation, and how much effect can it have on what the future looks like?
It's so ubiquitous it's almost hidden in plain sight, but over last few years a certain design and animation style has dominated online imagery. How? Why? Relax, The Moon Unit investigates the pastel pervasiveness of Corporate Memphis.