The Moon Unit
Is it possible to work in advertising and have a conscience?
Would you work on a campaign for an arms company? Probably not. A tobacco company? No, it's illegal. At least it is in the UK, but how about elsewhere in the world? And what about fossil fuel? Or sugary drinks? Or alcohol? Moral decisions can sometimes be a maze of 'ifs and buts' and, as The Moon Unit outlines, while a moral framework is incredibly important, it's also fraught with dilemmas.
Cannes; the festival of insecure overachievers?
As the advertising industry decamps to Cannes The Moon Unit asks whether the success of the festival is because advertising harbours so many brilliantly creative and successful people who are, at the same time, unsure of their own worth.
The rise of AI companions; advertising’s final frontier?
For advertisers, consumers developing an emotional attachment to their wares is the Holy Grail. But what if emotional attachment isn't just a consequence but, seemingly, the whole point of a product's existence? Here, The Moon Unit examines an artificial intelligence anomaly which has brought ethical confusion and governmental oversight into the arguments over AI.
AI is an opportunity to remind ourselves what creativity really is
Artificial intelligence is here to stay, but how scared should we be? Will computers take our jobs? Will technology render creative people obsolete? No chance, according to The Moon Unit, who, as we begin this month's Tech Focus, argue that there are two things which set human creativity apart which AI will never be able to replicate.
How advertising falls into fight, flight or freeze... and what to do about it
Faced with fear, humans generally have three responses; run and hide, play dead, or come out swinging. But those responses evolved from a time when danger was almost always life threatening. So, how do they relate to today's fears? The Moon Unit reevaluates our fight, flight and freeze responses for a modern world.
Sensual satisfaction: make them lick the screen
What’s the secret to producing a great food and drink ad? The Moon Unit suggests we can stoke desire in the kitchen by drawing on what creates desire in the bedroom.
What do this year’s Christmas ads tell us about society?
What might the release of this year's crop of Christmas ads tell us about the world we're living in? From being sad and lonely to having doubts about the economic engine of capitalism, The Moon Unit examines some festive fears.
Parody ads that hit harder than the real thing
Things aren't always what they initially seem, particularly with parody ads where shocking satire can hide behind a mask of normality. The Moon Unit explores the evolution of spoofing and examines why, in the world of parodic advertising, comedy has given way to culture-jamming.
The lure of the new… and how to hack it
Like magpies attracted to shiny things, humans are attracted to the new. This, as The Moon Unit examines, is a hardwired, evolutionary phenomenon that could save your life or help you sell deodorant, because emphasising new is one of the oldest tricks in the book.
Break taboos... win awards?
Half of the battle, says The Moon Unit, is to attract attention, and breaking taboos can certainly do that. Whether it's admitting your product was terrible, bulldozing women's health barriers or alluding to defecating your pants, it'll get you noticed and possibly win you an award or two. But things don't always go to plan... especially if you're conjuring images of incest.
What will Cannes be like in 100 years?
What categories might there be in the next century, and how will those messages be delivered? Will the Lions festival as we know it still exist and, crucially, will there still be rosé? The Moon Unit cracks out its crystal ball to investigate.
The secret politics of the shoot
Politics is just the art of getting things done, but has come to mean so much more. The Moon Unit look at the push-and-pull of a commercial shoot, examining who's really in charge, the tricky question of tribes and the ultimate conundrum of how to foster good communication.