When the time comes to unwrap the festive filmic treats bestowed upon us each year by brands we are, too often, receiving gifts we've already been given. At least, that's the view of The Moon Unit, who believe brands are 'rifling through the same box of tricks'.
It can be creative, distinctive and has the potential to work brilliantly for clients but, says The Moon Unit, animation is also facing a trifecta of troubles which present an explosive risk to the medium and the companies that facilitate it.
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.
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.
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.
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.
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.
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 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.
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.
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.
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.