Hand Job rant

I've been saying for ages now that we need to put down our computer mouse and pick up a pencil. We keep reproducing the same old crap designs. People have forgotten about the principles of design. Since the computer came about, we've even forgotten how to bloody draw or write with out hand too. A while ago I suggested a resurgence in handmade/illustrative design in the world of media/advertising. I expected it to take a while, but it happened sooner than I thought. Now . . . I've gone off it and it's annoying me.

The current advertising campaign for Carphone Warehouse involves felt-tip drawn animations knocking about a white screen to some minimal-techno music. I hate it and I've been trying to figure out why.
Recognising this need for a more 'hands on' approach ages ago was in reality, useless, I'm too young/not experienced enough to actually do anything about it. Now, with all these companies producing these seemingly creative, illustrated, handmade adverts I feel sort of cheated! It's spoilt it for me now. Should it have though?
These adverts that are on now, yes they are different, at least to adverts we used to have, but stuff needs to stand out. What was sacred about it when it was 'undersued' was just that. It was different, original, it had a personal, human touch. Now, being overused it isn't any of those, the quality has been lost, like a Dior design being copied by Primark. Is it a case of trend? Can this go on forever because its 'in fashion' at the moment. Yes, it is 'good' and I do actually like most of it, but is it, in a way, like music? Naively, often once a band or song gets popular, especially if scallywags like it, I find I go off it. Largely, anything is good until it gets too popular and overused. (What was 'in fashion' before this though?) I think it's because it's not original, it's no longer yours. People just 'jump on the bandwagon'. Surely, not all these adverts actually need to be 'handmade'. Do they do their job right? Do they fit the brief? (Sadly the answer probably is yes.) Nokia, Orange and Sony all have these colourful, fun adverts. What is special about them individually? Or is this not actually the problem, is it just me being picky? I mean, they are similar in style i.e. colourful, quirky, fun etc, but they are obviously completely different too. What happened to unique brand identities? If you took away the logo from these ads, you probabaly couldn't tell whose was which. They are almost 'overly creative'. These companies can't all be aiming their products at creative individuals though can they? Maybe if there was an advert for a mobile phone, (I'm using a mobile as an example because creative adverts are apparently particularly rife with this product), that wasn't illustrated or quirky it wouldn't actually stick out because the public/consumer eye is on the current creative, artistic trend. So possibly the consumer is looking for the newest/latest/best creative advert? I can better imagine someone going into school or work and saying "did you see that NEW illustrated ad lastnight?" than "did you see that different one that's not cool because it's not creative like all the others?" It appears to all be about trends here.

What I think we will soon begin to see is pioneers emerging. People pushing the boundaries of illustration and creativeness. Struggling illustrators for years are probably relishing it now because they are finally being accepted. It's their time to shine if you like. I hope these designers, pushing the boundaries, will be seen for being the best, a class above, given credit for not being copycats.