Art, Copy & Code: advertising in the modern era

Default avatar.
May 09, 2013
Art, Copy & Code: advertising in the modern era.

thumbnailIt’s been said that the only thing constant is change; and in the world of advertising, this saying is especially true. For years, successful Mad Men” merged art with copy, effectively defining the creative team and reaping great rewards. Fast forward to today, where digital advertising is increasingly omnipresent, and one thing becomes clear: the dynamic duo of art and copy must make room for a third member, code.

With this in mind, Google has recently introduced Art, Copy & Code — a series of experiments designed to redefine advertising in a connected world. These projects illustrate how creativity and technology can merge to give consumers an interactive experience. Plans include partnering with companies like Burberry and Adidas, along with joining forces with filmmakers and other creatives to help brands inventively use technology to connect with consumers.

The first test is a partnership with Volkswagen in the production of the VW Smileage app. Using a metric called smileage”, the app draws upon signals like weather, location, and traffic to measure a trip’s fun; plus, the experience can be shared with friends through continual plotting on a live interactive map. This social driving experience — which can be used in any vehicle, not just Volkswagens — is revealed in the video below. 

Clearly, the networked world we live in demands that advertisers engage consumers like never before. Print pitches and passive on-looking simply won’t do in our connected, digital society, so the marriage of art, copy, and code is timely. Luckily, the minds at Google recognize that no amount of technology can replace the emotional storytelling aspect of successful advertising endeavors of the past. 

What hasn’t changed is the need for human insights, breakthrough ideas and emotional stories. Code facilitates new kinds of experiences, but it doesn’t replace the storytelling skills the advertising industry has honed over the past fifty years. Our connected world is giving brands more dimensions and touch points, but they still need something compelling to offer in order to create a real connection.

The reach of Google’s specific experiments is, of course, yet to be seen. But in the meantime, we can be reminded that the old way of doing things still holds a lot of merit — as long as it meets the new way of doing things in the middle.

How successful do you think Google will be with its series of experiments? Do you think the role of digital media will supersede all others as time goes on? Let us know in the comments.

Stacey Kole

Stacey Kole is a freelance writer and former magazine editor. When she‚Äôs not crafting copy or chasing after her two little boys, Stacey can be found drinking coffee, tea, or anything else with caffeine. You can connect with her on LinkedIn or follow her on Twitter.

Read Next

Are Simple Websites Better For Business?

As web design technologies raise the bar on what it is possible to achieve on a realistic budget, there’s a rising deba…

Apple Opts for AR over VR at WWDC

An Apple VR headset has been one of the most widely-rumored devices of the last few years, and it was finally settled a…

Exciting New Tools for Designers, June 2023

We’re halfway through 2023 already, and the number of incredible apps, tools, and resources for designers is mounting.

3 Essential Design Trends, June 2023

This month we are focusing on three trends within a bigger website design trend – different navigation menu styles and …

15 Best New Fonts, May 2023

The choices you make when selecting a typeface have more impact on your design than almost any other decision, so it’s …

10+ Best Tools & Resources for Web Designers and Agencies (2023 updated)

Having the ability to envision a tastefully designed website (i.e., the role creativity plays) is important. But being …

20 Best New Websites, May 2023

This month, there are tons of great new agency websites to get excited about. 3D animated prisms are a popular theme, a…

How to Find the Right White Label Website Builder for Your Agency

Web design agencies face a lot of obstacles in closing the deal with new clients. One of the most common ones is the ar…

Exciting New Tools For Designers, May 2023

There are hundreds of new tools for designers and developers released each month. We sift through them all to bring you…

3 Essential Design Trends, May 2023

All three of the website design trends here mimic something bigger going on in the tech space, from a desire to have mo…

10 Best AI Tools for Web Designers (2023)

It’s time to stop worrying if AI is going to take your job and instead start using AI to expand the services you can of…

10 Best Marketing Agency Websites (Examples, Inspo, and Templates!)

Marketers are skilled in developing strategies, producing visual assets, writing text with high impact, and optimizing …