Is Brilliance Dead?

Maybe it’s time to kill brilliance and start again—if there’s anything left to kill.

“Being brilliant is no great feat if you respect nothing.” Goethe

Maybe this isn’t the time or place to vent, but I will, anyway. Yesterday, someone posted the above ad, calling it “brilliant.” It was done by R&R Partners and commissioned by the Las Vegas Convention and Visitors Authority.

R&R Partners was responsible for “What Happens In Vegas Stays In Vegas,” one of the most overused lines to come out of Sin City. In fact, people have been saying it since the 50s, usually after doing something they shouldn’t have. So it was neither new nor original. In other words, the line was a gift.

Nothing wrong with that. David Ogilvy’s most famous line: “At 60 miles an hour the loudest noise in this new Rolls-Royce comes from the electric clock” was lifted from a car magazine review.

When do you stop promoting yourself and simply be a good person or organization?

So what does R&R Partners do when they don’t have a “gift,” especially after the deadliest shooting in modern U.S. history (note the use of “modern” since the Wounded Knee Massacre involved more than 200 Native Americans).

Obviously, they were faced with a difficult scenario (58 dead, 458 wounded). At the same time, they had to answer an even more difficult question: When do you stop promoting yourself and simply be a good person or organization?

I guess R&R Partners figured they could do both. First, they needed a great hashtag. Nothing wrong with #VegasStrong. That’s what America needs after the worst mass shooting in modern history.

Now comes the main message. What can you say that comforts people while reminding them why they come to Vegas in the first place? So R&R Partners figured they’d start out with the latter: “We’ve been there for you during the good times.” At least we know who’s talking, right?

I would also suggest this should be studied by every advertising class in the country. Let’s call it “Crisis Advertising.”

Trouble is, isn’t that promoting yourself in the aftermath of a debacle? I’m sure they thought of that. Okay, follow it up with: “Thank you for being there for us now.” Nice thought, although not entirely accurate. People hightailed it out of Vegas. It may represent the greatest one-day exodus in U.S. history.

My point is, given the circumstances, did R&R Partners fall back on typical advertising technique? Do you promote yourselves even in the dark days of a bloodbath? I’d suggest you don’t. I would also suggest this should be studied by every advertising class in the country. Let’s call it “Crisis Advertising.”

First, this isn’t about you (meaning The Las Vegas Convention and Visitors Authority). Forget who you are. Stick to what this crisis represents. Are people terrified by what can happen in their own country? Of course. Should they be angry? Yes, they should be angry. Do they need to reflect? Yes, it’s called closure. In times of disasters, we all need closure.

America is a country with massive stores of weaponry. Texas alone has over 3.5 million guns. With so many pistols, rifles, automatic weapons and even mortars, we have to expect shootings. If we don’t find closure, all we’ll have is anger. That, unfortunately, will translate into more shootings. The only way out of this vicious cycle is to reflect. America needs more reflection.

I’m sure at this point, someone’s going to say: “Well, if these two lines aren’t brilliant, what’s your great idea?” Fair enough. If I don’t have something to contribute besides criticism, I should shut up, right?

Okay, here’s what I think the message should have been:

If your hashtag is “#VegasStrong” shouldn’t your words be about strength? How do you gain strength? First, by being angry. Second, by healing. That’s how we get closure. That’s how we break the vicious cycle of killings.

I’m not saying this is the most brilliant ad in the world. I don’t even like the term “brilliant.” Very few things (if any) are brilliant anymore. Certainly not what R&R Partners did. And certainly not what I’m seeing from other advertisers.

The day we don’t understand is the day we should get out of the business.

“Crisis Advertising” should be a real thing. We have to understand what we’re saying and why we’re saying it. To simply put a message out there shows lack of thought and sensitivity. Good intentions only go so far. If you can’t approach these situations with true sincerity, then it’s wasted space.

We all know what space costs these days. Why waste it on lousy sentiment, particularly if the true intent of any advertising is to show we understand. The day we don’t understand is the day we should get out of the business.

Maybe we’re better off thinking brilliance is dead. It needs new birth and life. Sometimes things grow stronger that way. If it means a return to real brilliance (like the 60s), I think it’s worth killing brilliance as we know it now.

Let’s kill it and start again.

Robert Cormack is a freelance copywriter, novelist and blogger. He can be found at medium.com and beBee.com every week.