La interrupción

The concept of interruption is one of the central elements of advertising theory. The disruption debate came to the fore with the advent of the internet. Two of the most prestigious creatives in the world, Toni Segarra and Edu Pou, join this debate in the book you have in your hands. The interruption is at the center of the two advertising currents that Toni and Edu represent. However, Segarra is the son of traditional advertising, in which he commanded the absolute empire of the television spot, and which considered interruption as something necessary to capture the attention of a disinterested audience. Pou, for his part, belongs to the next generation: he is a digital native and began his career with the rise of the internet, understanding that post-digital advertising aspires to create content that is attractive enough for the audience to come to it voluntarily. . Pragmatism versus idealism. In general terms, this is the dichotomy that constantly appears in the debates between Toni and Edu. But their conversations go far beyond advertising, delving into all the implications of the concept of interruption. The contrast of their points of view, confronted and expressed without a filter, provides the reader with a true master class on the adaptability of advertising creation and allows him to discover to what extent interruption acts as a determining factor in human existence.