Silence is an act of rebellion

Today’s blog might be like shooting myself in the foot. It’s about staying quiet, not making noise, and keeping a low profile.

A few days ago, my boss was talking about how Argentinians are very talkative. I was looking at him while he was saying this, with a little smile on face. He noticed, looked at me, and said “Well, not you”. I laughed.

I’ve always thought silence is underrated. I’ve heard many people say silence is awkward.

Lately, I’ve been thinking about this and, of course, I’ve been trying to connect the idea of silence to my job. Aren’t you tired of claims? I am. 

Brands, like people, find silence “awkward”. They can’t stay quiet; they have to scream at your face that they’re the best brand of the world and you should buy their products. Not only do they barrage you with biased images and loud music, but they all say the same thing (“I’m sexy”). Advertising was already fast years ago, but now it seems that to remain silent is to be left behind. F*ck that. I think silence –in advertising and fashion– is an act of rebellion.

There’s no need of a claim if you have a solid and relatable story –and obviously, a nice product. The claim has an impact, sure, but probably only for a short time. Next month you’ll have to look for another claim.

On the contrary, the story connects, the story reaches your customers, the story permeates.