Millennials. Gen Z. Digital. Programmatic. BUZZ WORDS.
(which you should totally click on to learn what these terms are)
Advertising has gone digital and with the new millennium advertisers and marketers are losing their mind with all the new exciting options they have in their hands:
- Programmatic; the panacea to end all the worries of ad buyers, just specify who you want to sell and when! (of course, your ad will show up where no one will see it but who cares, right?)
- Influencer Marketing; PR gone crazy
- Sponsored Content: “You won’t believe us, but you will believe a 20-year-old Youtuber making stereotypical jokes about her tough to live life.”
Maybe advertising is going through a “decision paralysis” phase; too many options too little time. Might as well do it all; who cares if your ad is seen by bots.
Take the recent Super Bowl LI for example; Honda had it all, celebrity endorsement; a heartfelt message and hand-off link to their experience online.
I think you have to make the ad one with the product, you cannot just have Jimmy Kimmel in a ridiculously dressed picture and Viola Davis says a few inspirational words and want me to buy your car.
Why is your car better?
Doesn’t it drive me from a-z?
Doesn’t it move me and my family on four wheels?
Oh, you have celebrities when they were ugly. Creative.
You have to make your product better you have to make your ad and campaign believe in your product and vice versa.
“The consumer is not stupid, he is your wife,” said David Ogilvy,
Why was the Apple Inc’s 1984 ad successful?
Why was it iconic?
Because the founder was the product, the idea was the product and the product was the idea. It wasn’t just some inspirational generic words on the hype that was George Orwell; it was that by getting a Mac you were breaking the status quo (at least back then, not now.) You were ripping the chains off the beige boxes of mundane productivity and boring hours. You were changing the world. That is what sells; the ideal infused in a product. Not a hyperbole ad about a generic commodity.
Take another look at Nike or Supreme; they sell a commodity, a shoe. Yet they have managed to create an icon people can resonate with. They have manifested an identity that people use to fill their own personalities with, that is why they can charge so much for their products and people know and respect them even if they are not their consumers.
They have managed to become embedded into the very fabric of culture and that is what every brand should strive for,
That and a bump in sales of course.
[A great book that still seems to get it even after all this time is:
“My Life in Advertising and Scientific Advertising” by Claude C. Hopkins]