I wouldn’t necessarily classify myself as a Sci-Fi fan (except for the completely nerdy Harry Potter obsession, don’t judge me muggle), but due to my babysitter’s sons, I have seen my fair share of futuristic movies. In them, not only is the whole “world is coming to an end” thing rampant, but the popular “capitalist and evasive” government persists. When I mean capitalist, I mean that in every futuristic movie from Arnold Schwarzenegger to Steven Spielberg shows advertising as an unavoidable, abrasive selling mechanism that follows people everywhere. Is this a correct prediction of filmmakers? Will advertising soon become something that is in a hologram projected in our minds that is directly linked to our thought and emotions?

Dave Bedwood, creative partner at Lean Mean Fighting Machine agency in London, explains why filmmakers’ predictions of advertising in the future are wrong. To put it not-so-lightly, “why, in the future, is the advertising so shit?” Bedwood wonders. Filmmaker’s predictions of future for everything else incorporates scientists, philosophers, and researchers to help mold a realistic world, yet when it comes to marketing, the tactic of overbearing annoyance is the only strategy. Bedwood explains that the easiest route for filmmakers and the public to take on future advertising is to predict that it will become “more invasive and sinister.”

It is much easier to do a 1984 Big Brother take on advertising since that is the stigma anyway, but really, Bedwood explains that creating horrible ads are much easier than coming up a tag lines, funny stories, or any commercial that will keep audiences engaged. It is difficult to predict the future in any sense, as Bedwood states when he looks back at the predictions of people from the 1960s. Where are those personal robots then? Bedwood underlines the fact that what people feel and think doesn’t change as rapidly as technology. That is why the same things, relatively, that make my grandparents laugh back in 1960 still work today.

Basically Bedwood put it perfectly when he said, “It will, as in the past, come down to creativity, which you just can’t predict.” Take a note Spielberg and stop making those horrible hologram ads, puh-lease.