Humor, Experiences and Education: Pete Favat, CCO of Deutsch

We asked our 2020 ANDYs jury their thoughts on what the new year will bring us in the advertising industry and Pete Favat shared:

What creative trends do you think you’ll see in 2020?

More humor please! I see us moving away from the heaviness journey we’ve been on. We could all desperately use more laughs, and that has been evident in most of the work released in 2020 so far. 

Digital video and online content. For years, the industry was caught up in utility; it was all about creating apps, microsites, chatbots, etc. and it feels like we are moving away from that and seeing the convergence of digital video and online content more. Brands are tapping into behavior that is already happening, whether that’s on Quibi or Tik Tok, there’s a ton of creative opportunity.

Experiential activations seem to be scaling bigger and better. Ways to intersect people’s lives through experiences seems to be of real value. 

What new forms of technology do you think will play a role in creative campaigns this year?

Deep fakes. Deep fakes. Deep fakes.

Is the industry moving forward with integrity and authenticity when they show up in places of social good, or is it woke-washing? 

If a brand is authentic about its cause, mission and purpose, then kudos, and if it’s not in their DNA than you’re dead. It is a case-by-case thing.

How effective is the industry as a narrator and reflector of culture?

It depends on what/who we are talking about. In some cases, our industry is fantastic. It is advertising at its best; Nike, REI, Hulu, Patagonia. When it makes sense and is true to the brand it is insanely effective. 

Please share a reason why you’re excited to be a part of the ANDYs jury this year.

Advertising is made for the general public, yet in all award shows it is kept secret. Meanwhile on CSPAN, our country’s laws are being passed on Live TV. It doesn’t make sense. Award shows should be transparent and geared towards education. What makes something win? Shouldn’t the entire industry be in the jury room, influencing, voting and asking questions? That’s why I love the ANDYs. Skyping in the people that did the work and telling them live that their work won is awesome, especially the student section. It is also the first show of the year, so it really sets the bar.


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