Some time ago, when I was in my twenties, a couple of accomplished advertising creatives said to me that advertising was not art; they used that old grumpy tone I can only place on my dad's face when I asked for money, or the car, or to never cook curry again. Advertising is not art. I agreed with that for a long time, but it always felt weird, to be honest. They also said that the ones who think they are, are actually frustrated artists. Advertising is a business, no doubt about it, but so is art. This theme became more serious in my mind after hearing a very light comment Scott Galloway made in his podcast about his time at the Cannes Lions Festival. (I'm not talking about the bird massacre that we all were expecting to see) but what he said about advertising needing a better word that describes what it is today. I don't remember the exact words, but you get the point.
On the other hand, I recently read a book called "Total Meditation" by Deepak Chopra. That reveals a very interesting concept. He said, "Everything can be raised to the level of art." I find this statement to be so deep and filled with so much wisdom. Almost all adults are capable of cooking, but if you put in the hours and the passion, you might end up becoming an artist/chef. Like this man, the lemon ninja.
There is a percentage of advertising creatives that work with an artist's passion and love, a passion that goes beyond a paycheck. People who not only watch advertising but analyze it, like a frog in the school lab we grew up watching in movies. Then take a look from a broad perspective, changing lenses on every replay to understand, to appreciate, and to learn how, why, where, who, what, when, and then go and try making something as good as... and that's why I'm calling it Artvertising, hello Artvertising.