Subservient Chicken, Mark Cuban and one of the world’s most provocative words: “Boring”
Today is the 5th anniversary of Subservient Chicken, one of the most important pieces ever created by our industry. Rick Webb has written a very good post on the Barbarian Group’s blog about the site that should be of interest to everyone who cares even a little about the history of the interactive space. Towards the end of it, he quotes at some length an article I wrote about Subservient Chicken for Adweek several years ago. I’m glad Mr. Webb thinks I said some things that were worthwhile, though it should be noted that when the article was originally published, it prompted a rather lengthy and grumpy response (in a letter to Adweek) from Webb’s boss, Benjamin Palmer, who took exception to the phrase, “Subservient Chicken is boring.”
Speaking of boring, Mark Cuban thinks the internet has become boring. His point is that it has matured and become another ordinary service rather than a driving force in our economy. His points merit some consideration, and you can read them here. That being said, I think some of the most interesting work being done in the online space today by agencies has nothing to do with ads. Think of RGA’s Nike+, where the site is actually an extension of the shoe rather than an ad. More and more, we’re going to be called on to produce things that are useful (sometimes actual products) rather than evanescent bits of marketing that merely catch the consumer’s eye for a couple of seconds. I, for one, do not view this development with any misgivings.