On My Radar: Tomas Gianelli
As we wave a fond farewell to this month's Nostalgia Focus, Tomas Gianelli, Executive Creative Director at DUDE London, wishes for a simpler time, realises that websites are a thing of the past, and believes agencies need a new payment model, as he reveals what's on his creative radar.
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What’s the advertising idea from your childhood you most remember?
I do remember a few jingles from growing up in Chile, but the strongest memory actually comes from my early teenage years. It was an anti-smoking ad on a cigarette pack. The image showed a cigarette held horizontally, with an unusually long line of ash drooping down. The headline read: “Smoking can cause impotence.” You can probably imagine the visual metaphor. I remember feeling a bit envious of how clever it was, and thinking I’d never be able to come up with something like that. But it definitely sparked a curiosity in me about the creative process behind ideas like that.
What website(s) do you use most regularly?
That’s a great question because it made me realise I barely use websites anymore. Google has basically been replaced by ChatGPT for me. I check the weather through an app on my phone, get most of my news from daily podcasts or apps, and so on. Honestly, the only website I still visit every day is my homepage, called IsItChristmas.com. Very useful.
What’s an old piece of tech that you either still use or have fond memories of using?
Tape recorders. I used to sit for hours in front of the radio, waiting for the song of the moment to come on and hoping to be quick enough to hit the 'record' button on a fresh tape. It was like fishing for your favourite song, the wait was long, but the satisfaction of finally catching it was even better than listening to the song itself.
What product do you wish was still around?
I’ve actually thought a lot about this, and honestly, it’s not a product I miss, it’s the opposite. I miss having fewer products. We have so much stuff these days. I miss those times when you didn’t have a phone in your hand while waiting in a long line, and could actually get bored. I miss not having the news everywhere all the time, so I could really disconnect. I miss not having a digital camera and having to think carefully before taking a photo. I miss having fewer options.
What’s was the film that most impacted you growing up?
I must have watched Les Triplettes of Belleville countless times, and every single time I was blown away by the incredible level of craft: the animation, the storytelling, everything about it felt like a masterpiece. The way it told a story without relying on dialogue stuck with me.
What film do you think everyone should have seen?
I’d say My Best Enemy. A film based on the Beagle Channel conflict between Chile and Argentina. Both armies are stuck, waiting in the trenches, and they get so bored waiting for the war to start. Time passes and nothing happens, and both sides start getting bored, and eventually become friends, ending up playing a football game right on the border between both countries. It’s a story about how, at the end of the day, we’re all just people, and the differences we create to divide ourselves are pretty meaningless. Feels more relevant now than ever.
What’s your preferred social media platform?
That’s a great question, because it really got me thinking about how social media has changed over the past few years. Nowadays, I find myself consuming content in a much more passive way, it’s less about sharing and connecting, and more about just watching what creators put out. It’s not my friends or family sharing anymore. So, is it even 'social' at this point? And you can see all the platforms heading in the same direction.
So, can we still call these things social media, or are they just content platforms now? Either way, if I had to pick one, no matter the label, I use Instagram reels the most. It’s like a delayed Tiktok, where you get to enjoy the same trends but a few days later. The only problem is that time just flies dangerously quick when you’re on it.
What’s TV show do you wish they’d revive?
I’m more the type who thinks a good TV show should end when it’s done, and never come back. It's about not dragging the story out longer than it needs to, because that usually ruins the whole thing. That said, I wouldn’t complain if they did one more season of The Office. I never get tired of it; I’ve watched it over five times, and sometimes I miss my friends there.
What’s your favourite podcast?
Without a doubt, it’s The Interview, by The New York Times. The caliber of guests they bring on is world-class, but what really stands out is the host, David Marchese, who manages to navigate complex topics with genuine empathy and curiosity. He creates a space where guests feel comfortable enough to really open up. It’s like watching a masterclass in the art of interviewing.
One episode I recommend is the one with Ocean Vuong. They explore themes like identity, creativity and trauma with a level of candour I’ve never seen before. That episode even inspired me to read his book, On Earth We’re Briefly Gorgeous, which is one of the best books I’ve read in a long time.
What most inspired you growing up?
It’s tough to pick just one thing, but I’d say my parents had a big influence on me. I grew up in a very conservative part of Chile, but my mom and stepdad were the complete opposite, they were a bit hippy, artists and full time designers before Apple was even cool (I hated playing video games with that one-button-only-mouse) I guess they inspired me to always look for different ways to do things and live life on my own terms.
If you could only listen to one music from the 80s, 90s or 00s, which would it be?
I’d go with the 2000s. I grew up in that era, so even though the '80s and '90s have even better quality music, the 2000s hold that emotional connection for me, and nostalgia always wins.
If there was one thing you could change about the advertising industry, what would it be?
The way agencies get paid. I’ve always struggled with the idea that we operate on a service-based model when, in reality, what we do has the power to transform businesses. It’s weird to bill hours of a creative working on a project when, sometimes, you might spend eight hours and get nowhere and other times get to the right answer in minutes. There’s something that doesn’t add up in that system, at least for me. I wish I had the solution. I know some agencies are experimenting with different models, I hope they make them work, we’re overdue for a new industry standard.
Who or what has most influenced your career?
Definitely my time at Madre, the Buenos Aires office of Mother. The talent density in that place was incredible, and the fact that we were all sitting at the same table, from junior creatives like me, to the founders, made it a really enriching experience. I learned a lot about discipline and attention to detail but, most importantly, about having fun as a method to create that kind of work that makes people say “they must’ve had a good time doing that”.
What’s the best decade?
With everything happening in the world today, it’s hard to call this decade the best decade. But I’ll go for it anyway, as a vote of optimism. Even if it feels like we’re moving backwards, we’re only halfway through this decade. I believe the second half can be better.
Tell us one thing about yourself that most people wouldn’t know.
Most people think of me as a good guy, but what they probably don’t know is that I’ve got actual ties to a saint. San Antonio Maria Gianelli, from the 1800s, is somewhere up in my family tree. I hope I inherited at least a little of the good stuff.
