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Today I shadowed at The Richards Group in Dallas, Texas, and I couldn't be more excited about a future career in advertising. Everyone was so kind and clearly excited about what they do, even many years into their careers. Stan Richards founded the agency back in 1976 and still comes to work each day and sits at his desk right in the center of the building. When I'm 86 years old, I hope to still be doing something I love. Age is a social construct; retirement is for the tired.
During my time speaking with Andrew Harper, a creative director, I was asked a very important question: which ads work for people my age? I'd never really thought about this specific question. I know the tactics that work, and the vehicles, but I never really think about the brands that have succeeded. For me it's kind of a funny thing to think about because when I watch TV, it's usually shows for baby boomers, so there really aren't many commercials targeting my age group. But really, are there any networks worth putting ads on for people my age? For this generation, if it's not on Instagram, Twitter, or Snap Chat, there's a pretty good chance we won't see it. I'm afraid my answer to his question was a little dull and I just started naming industries that seem to have it down. I felt a little ashamed that I didn't even name one specific brand.
I kept thinking about, or dwelling on, my answer on the drive home, during my first rush hour commute. I kept thinking about brands and what "kids these days" see and like. The more I thought about it, the more I thought about alcohol commercials and how they seem most successful in targeting young people these days. Beer commercials really go for that age after their introduction to cheap vodka but before the discovery of fine wine: millennials. Don't get me wrong, beer is fine for all ages, but that's the beer age. Miller, Corona, Budweiser, Heineken. They've really got it down. I continued to think about these commercials and how they depict a bunch of young people getting together and having a great time on a beach, out camping, or just at a bar. Having a great time anywhere, with anyone, doing anything, beer in hand. What I see is companies trying to show what youth is made of, what young people should be doing while they still can. But like they say, youth is wasted on the young. So why should it stop there? These commercials are for everyone. It's for people past their prime who are nostalgic for those late nights. It's for teens who want to hang out with a group of friends and have a beer after a long day at their future job. It's for us nerds who see it and realize they need to get out more. It's simple, it's desirable, it's fun. And that's what kids want these days.