Creativity in Times of Immediacy: 90s Reflections, Marketing, and Personal Choice
- Larisa - LoQueArde
- Oct 3
- 3 min read
From the living rooms of the 90s to today’s agencies: why I choose another pace
The other day I stumbled on an old Hellmann’s commercial, and it got me thinking about the difference between the slow creativity of the 90s and today’s rush.
I was nine years old in 1990, and that decade was a different story: waiting for your favorite show sitting on the couch, getting home from school or work and having to set the table before it started, without the urgency of an infinite scroll. And when I talk about Ares or eMule, there’s not much to explain—the ones who were there know perfectly what I mean: that moment when you saw the greenish interface and could almost hear the song while praying it didn’t come with a virus.
Today, many say that to succeed in marketing you have to adapt to speed, to trends, to making fast, light content. I don’t want that. I don’t want to please someone who’s only looking for some big bullshit on TikTok.
I want to create something with soul, that touches a nerve, and doesn’t bend to immediacy. In the end, it’s my choice not to sell out to the idea that content has to be fast and hollow. I’d rather stay true to my own rhythm, even if it means reaching fewer people.
For me, creativity is something else: it’s giving inspiration time, connecting with people on a deeper level, not lowering quality just to reach more eyeballs.
In that sense, many say countries like Argentina or Brazil are especially creative—maybe because crisis or necessity forces us to invent. But it’s not genetics (something like “blue jeans” vs “blue genes”—remember that Levi’s ad that the woke crowd rushed to cancel? Personally, I think it had a spark. I’m not against today’s sensitivities—or maybe I am—but sometimes a little controversy doesn’t hurt). It’s about choosing the pace you want for your own creativity.
Yesterday, watching that Hellmann’s commercial, I remembered what really inspires me: that feeling of connection and calm, of knowing that good things take time.
That’s the line I want to hold in my blog, in my work, in everything I create. I’m not interested in being part of an agency or chasing trends. I want to follow my own path—even if it’s not the fastest or most profitable short term—it’s the one that makes sense to me. The one that lets me sit back on the couch, even if just symbolically.
So here I am, sharing these reflections in my blog—without rushing, without selling out to immediacy, and with the hope of connecting with those who feel the same.
Do you remember what rhythms made you happy, excited, or simply gave you calm?If you didn’t live through that era, do you feel you also don’t quite connect with today’s speed?What tempo would you choose today if you could set music to your way of creating? |
And if you want to travel back to those 90s I mentioned, here’s the Hellmann’s ad:
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Nacidos Para Ser Argentos · Illya Kuryaki And The Valderramas Album: Fabrico Cuero ℗ 1991
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