Act I

When Tchaikovsky composed the music for the Swan Lake back in 1876 no one could predict that these four acts would become the most famous classical ballet of all times.

The Swan Lake was his first commission as ballet composer and many didn’t trust on his abilities to make a good job.

In the highly competitive world of advertising many new agencies find extremely difficult to build a good reputation and obtain the credit they deserve. Often they are forced to face the establishment of an industry where the weight of your name is sometimes heavier than the quality of your work.

The commonly accepted system to recognize the best talent floats within a circle of powerful influences and it’s based on a relationship of self-praise where not everyone is invited to participate.

Act II

When the Swan Lake was premiered in the Bolshoi Theatre in Moscow, the ballet wasn’t well understood and faced hard criticism. Tchaikovsky was accused of composing music that was too repetitive, loud and violent for a ballet. His first choreographer even branded the composition as “undanceable”.

Similarly to this, the sometimes self-called “gurus” of old-school advertising use the pages of well-established magazines and other forums to triturate the work of new talents that resist accepting old conventions that aim to dictate the way advertising should be done.

Act III

The Swan Lake combines all the necessary ingredients to reach the heart of the general public. The tragic story of the prince Siegfried and Odette deals with all the basic emotions of human beings and it brings elements of love, tragedy, humour, fantasy and mystery.

The fantastic music by Tchaikovsky and the well-crafted choreography by Marius Petipa and his assistant Lev Ivanov (who created the version that we all know nowadays) delivered the story in an extremely beautiful way. And most importantly, keeping a simple and approachable tone that could be understood and enjoyed by most of the spectators.

Brands and advertising agencies have always aimed for simple and powerful ideas to reach their targets. These days many of these ideas are best executed within the digital environment where brands can talk with their consumers in a different way, more simple, approachable, flexible and interactive.

Consumers gain increasing control on how brands are shaped and are more active judges of the products and services that companies offer.

This, which is something good for most of us (consumers), is a reason for others to panic. Old-school brands and advertising agencies fear the end of their feudal kingdoms and invest their energies in fighting this new and more democratic role of the user.

Act IV

Despite initial efforts by some experts to devaluate the Swan Lake ballet and stop its representation in theatres, last night, over hundred years later, I assisted to an unforgettable performance at the Royal Opera House, seeing with my own eyes the wonderful impact that this master piece has on the emotion of the spectators.

I don’t know how brands will advertise in a hundred years. However my guess is that companies understanding the new role of their consumers as active shapers of their brands, will be much better positioned to make an impact on the emotions of their targets. These brands will experience very positive effects on their business whilst those who don’t adapt quickly will possibly disappear from the competition of the market.

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