'Mona Lisa' Is Here: Paul Snoxell, Creative Director, WT UK

Paul Snoxell
Creative Director Wunderman Thompson
 

Wunderman Thompson UK
Werbung/Full Service/ Integriert
London, Großbritannien
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What role does art play in advertising and vice versa?

There’s always been a somewhat symbiotic relationship between artists (and therefore their art) and advertising. Think about Cassandre’s posters for Dubonnet in the 1920s, Norman Rockwell’s dual career in the 1950s, through to Warhol taking advertising into his art, and Dali in his later years taking agencies for a ride.

And of course, being natural magpies, advertising creatives steal from art as much as they do from popular culture, YouTube and overheard conversations down the pub.

 

Do works of art in advertisements emphasize prestige?

I’d need to know if it’s an existing piece of art or a commission for that ad. 

The former is more about borrowed interest – this car is fundamentally beautiful, like this famous sculpture – which feels a bit shallow to me. More pretentious than prestigious.

If it’s a unique piece, made for that ad, and fundamental to the idea. Then yes, it can bring prestige in terms of PR. But I wouldn’t consider using art or artists just because it's ‘cool.’

 

What type of art is more suitable for advertisements?

The kind of art that provokes an emotional response. Something that can capture a feeling by unconventional means. Something that reflects the artist’s view of the world and how the thing we’re advertising is part of that. 

 

To what extent can advertising be called art and displayed as such in museums and galleries?

Short answer? Never. I like advertising being purloined and repurposed by artists for their own work – and that’s art. Advertising that uses art is still advertising.

 

Do consumers need to have a discerning eye to respond to art in ads?

It depends on what the intention of the ad is. If you’re using art to create an emotional response, then it shouldn’t matter. But if the customer recognizes the piece or the artist’s style, then they may get more out of the ad.

 

Can you share examples of when the creative worlds have worked beautifully together?

Well, ‘Absolut Warhol’ is the one that springs to mind immediately. More recently, and closer to home, the ‘IA Rembrandt’ for ING is a brilliant twist on using art to land an idea. Personally speaking, I have commissioned or collaborated with artists on advertising projects over the years. 

 

 

The most recent was Michael Murphy, the inventor of ‘Perceptual Art’ for a BT brief. His involvement was fundamental to the campaign. His unique, eye-popping, mind-bending suspended sculpture told the story of BT’s Customer Contact technologies, while the advertising told the story of the sculpture. You could say that it all came together beautifully.