Javier Jaén Studio
I'm Feeling Lucky
Commissioned by Alex Zafiris
Anyone who lives in a city is exposed to around three thousand advertising impacts a day, more than one million a year. This number is increasing significantly since we live another life online. In his 1963 book, “Confessions of an Advertising Mind,” David Ogilvy identified some of the top-selling words, such as “free,” “now,” and “last chance.” We are surrounded by them. Our landscapes are invaded by this aggressive jargon, telling us: “You’re are fat, you are old, you’re stupid, buy this, buy that, buy me.” There is no longer a distinction between what happens away from our keyboard, or on our screen. Frontiers are coming down in a way we never expected. We live in countries called Google, Facebook or YouTube. We live fascinated for this, and at the same time, feel dizzy anxiety: a constant impulse to check emails, social networks, smartphones, living and dodging offers that do not interest us and which sidetrack us from what really matters. We are a distracted generation that has lost the ability to concentrate. Most people hate this online life, but we are all there, checking, surfing, buying, clicking, playing, refreshing, retweeting, searching, sharing, commenting, following, hating, liking, loving it.