Are memes ideas?

What do CDs think when a junior team answers a (non-social) brief with a bunch of memes?

Not original ones based off brand insights, but rather recent memes that have been tweaked to include the brand.

My partner does/suggests this a lot and I never know if I’m being boring / a boomer for thinking that’s not really what advertising is…

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Memes might be ideas. Depends on context and use.

Are they good ideas? Maybe... If it fits the brief, the brand, the tone, I might be ok with it. But it's very borrowed interest. I'd rather have something new and unique.

Also, there's always questions around ownership. If you're trying to use memes.fromtv or movies, but you don't have the rights to those tv and movies, can you use them? I'd guess not. Especially if they have celebs .

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A meme can be an “idea.” McDonald’s recent super bowl spot was that. But just riffing the key message using a variety of memes is a tactic.

helpful

Memes are executions, not ideas. Your second sentence explains it all — there’s no insight. Memes only work when they’re attached to a relevant insight. But any ol’ random meme? You already know the answer.

Deconstruct a meme. Your partner probably likes the juxtaposition of the visual and the copy, where the combo forms a joke. That’s exactly what you should be doing with your art and copy anyway. And the topic of the joke should be linked to the insight, while the theme of the joke is the brand.

memes can be an idea, but often they’re not

the bigger problem here seems to be that you can’t have these conversations with your AD you’re embarrassed by the work you two present

Nothing I love more as a consumer than memes, the thing I share with friends while turning my brain off, being co-opted by Wendy’s or Serta mattresses and routed through client approval

I think it follows the same wisdom as puns.

It’s possible to use, but it better be a damn good one.

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