Happy new year?

Back from hibernation i've noticed a shift in the land of tv ads in the early weeks of 2009. In the midst of the credit wank crunch we're suddenly comparing the meerkats with Al, getting our groove on with More Than, exploring clubland with Pablo, and getting Swift Covered with Iggy.

So is all this 'fun' advertising in these dark days all a big coincidence? Apparently not. I caught BBH's Ben Fennell on the Beeb breakfast news on 'Blue Monday', officially the most depressing day of the year, briefly explaining the role of advertising in lifting the spirits of the nation.

It turns out that far from being a force of evil, ads can play their part in filling us with hope when the news fills us with despair. Which we all know is bollocks. The reality is, clients want uplifting ads to make consumers feel an affinity towards their brands and ultimately to consume their products. So all of a sudden creatives are being given new levels of freedom and the results are speaking for themselves.

Which leaves me pondering why this isn't always the way it's done. All the most successful ads are also the most creative, entertaining, and fun ads, no? Many theorists and ad legends agree that the most effective way to reach the consumer is through their heart not their head. Well maybe clients don't see things this way, and will continue to reserve desperate measures for desperate times. In which case creatives should relish this recession and make the most of the year ahead.

And judging by the first batch of new ads 2009 is set to be a very good year for creativity, the award shows are going to rock, ailing agencies are going to pick up, we're all going to get hired, and advertising will save the world.

Happy New Year.