Robert Ivy, CEO of the American Institute of Architects, has just announced that the organization will begin placing 30-second ads on national cable networks and news channels. The ads will begin airing on February 8th and will feature their recent "Look Up" campaign.
The campaign is a 3 year plan to "share the value that architects bring to communities".
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so here is a 2 minute spot as part of this ad campaign
https://www.youtube.com/watch?v=JLhbTGzE6MA#t=14
honestly, i think this guy did it better
https://www.youtube.com/watch?v=Uloc1iW-pgc
oh well. i'm pretty sure this is still a good thing. it will be interesting to see if this actually has any effect.
actually a really well done commercial imo...
I think the 2-minute spot is really very good. I like the entire #ilookup campaign. It's optimistic and implies how broadly architectural knowledge can be applied to human space.
Very nice ad, if a bit from the recent Google/Apple "this is your wonderful life" trend... What ad firm is doing those coms I wonder.
Though I can smell the fear of the dreaded white male ... But that's another story.
Ivy has always been good at champion architecture and perhaps is reforming the AIA. You can see what happened to Arch Record after he left (went the shallow social media route).
Still, I much prefer this as the way the public sees Architecture than the embarrassing spectacles that play out at MoMA or Twitter.
White people already know how to hire, and consequently, fuck over architects. Besides, white people are going the way of the Dodo. Time to get on with it, and go where the potential for the greatest growth is; global majority.
Or perhaps "Tree of Life".... Malick directed these?
Yeah yeah whities are responsible for all evil in the world. They are so uncool and unhip. Don't want any of those in your ad.
In my market developers and contractors advertise on television. I haven't seen an architect do it yet.
That ad reminds me of the feel good commercials that try to paint predatory corporations in a kindly manner. All you AIA members are paying for this with your dues, which will no doubt go up.
Yeah Yeah Yeah. Whitey is responsible for all the problems in the US, just in case you haven't heard; they are the ones pulling the strings, or did you miss the first four hundred years of our story?
Miles' campaign would be #ionlylookdownbecauseofthishugechiponmyshoulder
Kidding, but lighten up, Miles!
I like the ads. I like them specifically for the reason I hated the last time they did this; they up sell the profession, not the AIA. So, by this one measure, the AIA is doing us all, a solid.
Some of the posts in this thread would make a great ad.
The ad should, instead, look at architecture eye level because most of the architecture and urban design problems we have aren't with New York and any other hi-rise downtowns but low plains and mass consumption accommodating buildings in Anytown, US.
I would have preferred AIA be less lofty than the therapeutic heavens up there. It is self-defeating when one of the oldest the professions tries to explain itself.
Yes, it makes architects look heroic and noble which we already know, but the real message could clearly emphasize connecting with people, issues, and lives. It is kind of like a feel good pharmaceutical ad. Not as progressive nor interestingly engaging. And, showing architects themselves in most frames. A kick-ass edgy ad would be great in my opinion. But then, most architecture today is corporate business. Welcome to sterilization we offer.
Ouch! A little embarrassing how defensive he sound. We shouldn't be on an apology tour.
next commercial...."hi im robert ivy, a white guy, this is my good hommie kanye...."
I do like that it combines the practical with the more intellectual and spiritual side of architecture. Not entirely sold on the "look up" slogan.
only architects would find a reason to complain about promoting themselves....
whether it is a Google-Apple-happy contemporary corporate commercials or curtkram's 'edgy' video link, who cares? an ad is an ad....even a kid knows that.
as if I'm eating more Doritos after the Superbowl, at least I know Doritos exist!
not sure if this 2nd or 5th hand story is true (I can't google it), but supposedly at some point in Eisenman's career he hung up a giant ad at a job site and the AIA told him to take it down. or in other words, those AIA members wanted to point out that they already worked for the 1% and therefore did not need to advertise or stoop to such an unethical level of professional practice.
Nice, though I do wonder if it's likely to lead to more clients or just more students.
But seriously I do think there is a role for professional branding, and this seems to do it without feeling disingenuous. Will the AIA be doing any sort of research to see how the ads affect public perception of architects and the value of their work?
Scene - a construction site.
Voice-over: Why do we need architects?
Construction worker in hard hat: Builders need plans to follow. They don't want to spend their time dicking around with owners. That's what architects are for.
Scene - a developer's office.
Voice-over: Why do we need architects?
Business person: Complaining. Architects do most of the heavy lifting when it comes to complaining.
Scene - a construction site.
Voice-over: Why do we need architects?
Engineer: Who else would put up with my bullshit?
Scene - a McMansion.
Voice-over: Why do we need architects?
McMansion owner: So I can have my 26 bathrooms exactly the way I want them.
Etc.
Copyright 2015 Complete Fabrications LTD.
"Put more glazing over here, ohhghh that's dope!"
This is a pitiful attempt of AIA to convince more 8-12 year olds watching TV that architecture is still a viable career path this day and age, and oh look how glamorous the architect is!
Like Miles mentioned is this is all being funded by current members fees & dues....lol, the gull, no really, the gull.... they should fit the commercials in between Sunday morning Dora the Explorer and Barney.
So cynical! I think this ad represents the best side of architecture...materials, space, drawing. The "lookup" slogan was no doubt hatched by some PR firm and it doesn't really work-look up at what?. More like look around you.
But other than that there are some good quotes. I was looking at this overwrought architect pavilion winner at the MoMA yesterday and was horrified that gimmicks and blobby nonsense have replaced architecture values like materials and space. Nice to see the old guard again.
Still don't like the AIA as an organization though... And how they probably did more to limit architecture than help it in the past.
"the gull, no really, the gull...."
Lightperson, I'm glad we agree on this! I think it's a cynical reading to think that "I look up" equals building skyscrapers for wealthy people. The ad very clearly shows that "looking up" means expanding, paying attention (to users, clients), thinking boldly.
Miles, I do think your commercials scene are brilliant. I LOL'd.
midlander I also agree with you that this is likely to lead to more architecture students - it all looks so optimistic. But seriously, why shouldn't we be optimistic? Architects are able to imagine a better world, we are optimistic by nature! But letting the cynicism win doesn't help any of us, or the people we try to make the world better for.
as if I'm eating more Doritos after the Superbowl, at least I know Doritos exist!
fuck content.
let's first make sure people know we exist.
this is likely to lead to more architecture students
Exactly. More tuition-paying college students, more dues-paying members and further perpetuation of an entirely self-serving and broken system.
^lol!? What are you saying Olaf? Since the legalization of marijuana, now half the country forgot what an architect is? Really dude....smh. Everyone whom is over the age of 15 has some idea of what an architect is. Architecture is just as synonymous as Doctor, Police Officer, and Fire Fighter. Olaf, ppl know that architects are still out there, it's just that most ppl thinking of buying/build a house would rather buy something build and physical than imagine that they need an architect.
I see it as a marketing ploy to attract young ppl to a flailing career market. The commercial sheds no more light on what architects do and contribute to the world that the movie "cable guy". If anything, it glamorizes the industry into something that it totally is not. This is the AIA's attempt to secure their membership dues for another generation.
If you think that this is going to bring any business to your firm you have been smoking the shatter too much... you need to just stick with the flower my friends. The only thing this will ensure is that young ppl's ideas of what "architectrure" is really skewed, more debit for the common students enrolled in architecture, and more 30 year olds sending resumes to 1000's of firms throughout the world willing to work for $16 dollars an hour.
And Olaf, put the Doritos down, they are bad for you. You just have the muchies!
dude, is this guy an architect?
when architects start advertising on the sides of buses Ill be a happy guy.
this "we are too fancy for asvertisement" attitude makes business unnecessarily difficult.
lol Jli-x! Your always good for a laugh! They really need to lament the struggles of being a modern architect....How no one cares about design anymore, and the common American citizen needs to reach out and grab the hands of architects across the country, we must unite in making beautiful structures once again.... now that would a good commercial!
Wow this shatter is good Olaf!
more 30 year olds sending resumes to 1000's of firms throughout the world hoping to work for $16 dollars an hour.
jla-x you inspire me!
They are both willing and hoping Miles.
My old boss hired a guy one year older than him that knew Revit well, and started his pay off at $13.50 an hour. This guy was 46.....
Nice Olaf, I see the wax has spurred you into something fierce!
The Gerhry one is creamy!!! LOL
lol olaf
The Gehry bus stop is great. :)
The whole notion that the AIA needs a flashy ad campaign to explain the value of architecture to average people should tell you that there is something very wrong. They shouldn't look up, they should look in the mirror.
I am still debating what Gehry's middle finger means in this context. The middle image caused neighbors to complain about the sun reflections off the shiny surfaces in LA.....but what does the homeless man who is clearly happy under all this mean with Gehry giving the finger?
Yes how much architect bashing by so called critics (Silicon Valley boosters) happened to warrant a PR campaign
I wonder if most of the architect-bashing isn't coming from people who are just averse to contemporary design in general.
I think we have to consider where clients are coming from in terms of their outlook on the world and their agenda for the future. I just came across this video (http://youtu.be/G5Z-QjSo8Nc) produced by UTS Business School in Sydney describing their new Frank Gehry-designed building in terms of the school's goals. Its the building that Miles described as "a building with herpes". I think its very important to remember who the clients are and how they differ from armchair critics. I think the AIA commercial is targeting people who are already somewhat receptive to the idea that Architecture can serve a client's agenda on multiple levels. Just consider how many more people around the world know UTS Business School exists now.
^ That is the biggest bunch of bullshit this side of Patrik Schumacher. Designing for publicity makes buildings the equivalent of rock videos, all flash and no substance. Which is essentially what starchitecture is all about.
fineprint of fantasies,
Exactly.
Miles,
When did we decide that all rock stars have no substance?
I apologize I've checked out.... Merle Haggard is singing....
Publicity is something you need to embrace and get good at in order prosper at the business of architecture.
This, however:
"I wholeheartedly advocate architects to embrace publicity as a new, additional ingredient that makes good architecture, the same as firmness, commodity, and delight make good architecture."
...is more than bizarre, in my opinion. Publicity does not make good architecture, in the same sense as the Vitruvian virtues do. That would be the same as saying that good reviews make a good movie. That there are people that think this is true is very telling about the state of the profession today.
Who's quote is that?
It says that architecture has an increasingly close relationship with media.
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