I think a lot. I think often. I enjoy doing it. I often find my self influenced by people that, in a somewhat creative way, try to make sense to something. Something that makes people listen, or something that make people bored. It does not matter. The feeling is equal.

What I feel is a curiosity towards things I might practise everyday, but I never gave any attention. I never stopped and said, why? Some are plain, some are big, some are smart and new, some are old and established. Some I want to change, some I want to keep. It can be said that this is part of nature, and I agree. The will to make sense to people, to cultures, to you, is everything we are. Everything we know. From the smallest particles, to the biggest planets.

Most of us are aware of different accents, but we do not reflect to much about why we have them. The same way of thinking goes for everything we buy. Why do we feel anger or love towards a brand? I think it comes down to an eternal search of endorsement. A search of a feeling of being in charge, in understanding. It is very interesting how much effect a funny and interactive Youtube-clip can have, as long as it follows what we want to see. A commercial with a sword, slowly cutting a persons arm open, would not be a natural part of anything we stand for. We would hate that very AD and we would hate the brand even more. Yet, it is what a sword does to an arm. Yet, we would buy a sword if we ever were in need of one. And yet, we would never blame the sword. One small anecdote that influenced me, and also made me write this text, is when Frank Zappa, in Germany, abruptly leaves the stage with the words ‘you did it again, you bastards’ after screaming Hitlers ‘catch phrase’ til the audience responded. It is a drastic example, but also clear. We follow something that appears normal. Something that makes us not only part of, but also in charge of the world. A world we understand. For me it is inspiring to try to be aware, because that is one thing I will never fully be. For me, that is advertising.