It's getting harder and harder for us Creatives to feel special, when there are so many damn people nowadays doing more or less exactly what we do, on the internet, for free.

I was researching memes recently for an ad, and what struck me was how similar they are to print ads. 

First World Problems

College Freshman

Overly Attached Girlfriend

And of course, there are hundreds of thousands of people out there making YouTube films, many of which are like TV ads, except the budget is zero, and the makers do it for free (excepting the very few superstars of YouTube, who make just a few thousand dollars a year).

It used to be that advertising occupied a unique space. There was Art, which was 'up there'. Then there were TV shows and movies, which were somewhere 'over there'. The two closest things to advertising were comedy sketch shows, which we pillaged ruthlessly to make ads out of, and conceptual pop videos, which we, um, also pillaged ruthlessly to make ads out of.

I guess my point is that what we do is beginning to have less and less scarcity value.

Are we sitting on our asses as complacently as first-world call centre workers in 2006?

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