The LOL Generation?

The LOL Generation.

What’s in a name? The generation now entering their twenties is being re-christened every other week. Harassed by some, hailed by others, this generation has been dubbed “Generation Me” and the “Social Media Generation”, both with positive and negative connotations. CNN, FOX, 60 Minutes, NRK and now TIME magazine (May edition) have joined in and tossed around a few names. Some claim the gibes are aimed at their laziness, others say we criticize because they frighten us.

It is a generally recognized that each new generation is subject to scrutiny. Even Socrates criticized the youth of his time for their penchant for luxury, their boastfulness and lack of respect for the elderly. That in itself won’t make headlines. Now, however, TIME has provided us with proof, and presented a study indicating that today’s youth are more narcissistic than any previous generation. But in a world where everything is documented, shared and stored on dozens of various platforms, one might argue that a natural consequence of it all is a greater focus on oneself.

One of the current names for our new generation is the “Frosting generation”, meaning they have been served everything on a silver platter, and have therefore grown lazy. This may be the case for certain individuals. Every generation has its loafers – idle and content. But most people want to earn a living, and many aspire for more.

That brings us to what characterizes this generation: self-realization. A generation hoping to leave its mark and make the world a better place. Behind all the criticism stands a fearless generation in command of a new technology, with the need to challenge, experience and achieve.

This is the basis for Imsdal’s new commercial. The advertiser engages in the caricature of the target group, presents the criticism, and then turns it all around to credit the target group with their ability to deal with the many challenges facing them. One essential quality of this generation is their willingness to sacrifice blood, sweat and tears to create something new, all on their own, and with the host of opportunities available, we can expect some exciting results in the future. Imsdal cheers them on from the sideline, and reminds them to bring along enough water for the journey.

Agency: TRY/Apt

Client: Imsdal Water

Copywriter: Petter Bryde

Art Director: Caroline Ekrem, Sara Hødnebø, Thorbjørn Ruud

Account: Eivind Moe & Cecilie Thue

Illustration: Kristian Bakken

Director: Kristoffer Borgli

D.o.P: Håvard Byrkjeland
Production: Bacon OSL
Editor: Mikael Svartdahl
Colorist: Daniel de Vue (Bacon X)

Voice (Norwegian): Malin Pettersen/Lucky Lips

// English Version //