The Cannibal Manifesto*

*the Manifesto Antropófago (Cannibal Manifesto in English) was published in 1928 by theBrazilian poet and polemicist Oswald de Andrade. Its argument is that Brazil's history of "cannibalizing" other cultures is its greatest strength.

Words vibrate energy. They have the power to make us laugh, or cry. They make us fight for our country. And maybe die for it.

Words can change the world.

Words in a manifesto are chosen to do just that. Introduce a new revolutionary thinking. Challenge the status quo. Eventually, change the world.

Even the word manifesto in itself is very powerful. It brings emotions and historic memories associated with documents like the United States Declaration of Independence (1776), or the Declaration of the Rights of Man and Citizen (1789). Whether a political manifesto, or a non political declaration like Hacker's Manifesto (1986) or Dogma 95 (1995), a manifesto is associated with the idea of revolution.

It’s this word, and for that reason, that brands use in our days when they want to introduce a new campaign. "Scion Declares a 'Brand Manifesto' says Brandweek". A car brand. “Targeting” young urban consumers. With microsites. And promotions. Adding a touch of fake revolution to yet another boring product in an commodity market. Now, let me remind the reader that, I also work in advertising so, I have great tolerance for marketing ideas. Sometimes there is nothing new to say. Sometimes you fake authenticity. I get that part.

But calling your ad campaign a manifesto is really insulting and generally a very bad idea, unless your car is as revolutionary as Ford’s T model (and even that’s a different kind of revolution)

To quote Che Guevara “At the risk of sounding ridiculous, a true revolutionary is guided by great feelings of love.”

I don’t feel that love in any of the so called brand manifestos today. I don't even see a fraction of a fresh thought or anything that would justify the need for a manifesto. All I feel is an urge to devour authenticity in all its forms.