THE END / LA FINE - fabrica

When it was the world cup and everyone wanted a ball
to play with, Mother gave you a Hooligan action figure kit.
Mother taught you how people from England were seen
as football fans: fat, aggressive and drunken. When it was
Christmas and everyone was singing traditional carols, Mother
showed you what diversity and acceptance meant with a sexy and
mischievous carol singer. When the television letterbox format
started, Mother cultivated your desires to understand cinema
and video production giving you finger extensions to frame your
dreams in the new format. Mother has taught us a great diversity
of things, Mother has also been a successful advertisement agency
that suggest us which product to choose in a free market.
Follow what i’ve said, and what i’ve done, seems to be the
philosophy at mother london. they have a holy trifecta when it
comes to entrepreneurial ideology. First and foremost, do a great
job, that means: have a great idea and do everything to make
it happen. second, have fun making great ideas happen. third,
make a living out of having great ideas that you make possible.
it sounds simple yet it is hard to achieve such state in the
current world of corporate competition we live in. mother
london has evolved and now it is one of the biggest
and most important advertising agencies in the world.
according to them, they have achieved this by having
fun while making great ideas happen and they are also
living very well while doing so.
during the presentation you said that your favorite client has
always been yourself, is that because you can really explore your
creative production without some sort of corporate restraint?
Fundamentally yes, the only constraints we put on ourselves are
how much an idea can cost and the benefit of doing it. although
there was a client a few years ago that paid us a huge some of
money for no work. we liked him.
can you define loyalty in the corporate world? does loyalty
come from corporate effectiveness and productivity or does
it come from a true sense of respect and admiration?
loyalty doesn’t exist. You’re only as good as your last shag.
what is the end or goal of mother? if that “end” is not attained or
corrupted would that be the end of mother? there is no end. the
goal is to work in the most interesting space we can afford, with the
most interesting people we can find, doing the most interesting
work our brains can muster.
get the most interesting people to fill the most interesting space,
does mother continue to work under this concept? what makes
people interesting? Yes see above, what makes people interesting?
usually a third nipple 07 under their left armpit.
Being a company that employs all your creative energy to make
people buy material things, you have a very particular point of view
on materialism. could you expand on your thoughts about
materialism and the objects one takes when facing death,
destruction or evacuation? You paint us with a capitalist brush. we
do tons of stuff, which ultimately, yes, leads to a brand desire for
consumers to buy more of it. Do we promote excessive material
consumption? no. but if somebody was facing destruction or
evacuation i would strongly suggest they stock up on Coke, miller,
Emergency health supplies from boots use Orange to make
emergency calls and listen closely to news reports on xFm.
creativity is something that makes you feel. as a final creative
product, how can advertising make you feel when the main
objective is to sell an advertised product? i can come up to you