Can’t really explain why, but I’m angry about the new Karate Kid remake. You know, the one with Jackie Chan and Will Smith’s kid. Like I said, I can’t put my finger on exactly why. Maybe it’s because it makes an industry I love seem lazy. Or maybe it’s because the original had such a profound effect on my formative years. Hell, it could be that Jackie Chan as Mr. Miyagi just bugs me to no end. Like I said, I don’t know. But I know it just doesn’t feel right. And nine times out of 10 my gut is right.
What does a remake of a movie that is an American classic have to do with advertising? Movie remakes are usually horrible and ad remakes are equally as horrible. As advertising professionals, we strive to do something original. We challenge our clients to do breakthrough work. We want to be at the forefront of pop culture. And yet we repeatedly do the same things or allow our clients to settle and do what is safe and easy.
Recently, Zephrin Lasker at Ad Age challenged us to toss “best practices”. Lasker gives us four reasons why “best practices” aren’t best at all. At the core of the article is the idea that we need to be original. Doing the same old thing over and over does nothing to bring value to our clients. We don’t want mass chaos, so he does make the point that there always exists a set of standards and those standards should guide you, but to live by “best practices” is just more of the same.
I agree with Lasker and am kicking the “best practices” habit. It’s our job to challenge clients and give them the best work. So take those “best practices” and turn them on their ears. Create. Create. And create more. And when your client asks you for the “best practices” in any given situation, tell them they don’t exist because what they’re doing is brand spanking new, but that you do know it’s more Ralph Macchio than Jaden Smith.
