I Hate Advertising
So many brands interfering with the things I love to do. I love music, and I detest anything interrupting it. Especially commercials. Have you ever really listened to a radio commercial? Ever noticed how scary the tone of voice is? Wow. It’s either a used car salesman, a prostitute or a psychopath shouting in your ear. Seriously, if a stranger came up to you and started talking like a radio ad, you would either panic and run, or tase him and put him in a straightjacket. Some actually yell and scream at you. It’s ridiculous.
“If a stranger came up to you and started talking like a radio ad, you would either panic and run, or tase him and put him in a straightjacket”
The same goes for TV. Appreciating a great movie is just not possible when it’s chopped up by 6 blocks of commercials. Stop interrupting. Online, we skip pre-rolls and use Adblock. We are evolving into a new species. We are training ourselves to skip, block and ignore conventional marketing.
And this is FANTASTIC NEWS for the creative industry.
The numbers prove it. We see the old ways wither and die. Asshole brands – brands that can’t capture the attention of their audience in an authentic way – are losing to those that can. It’s the end of the Nuclear Ad Race. Less and less mass media bombarding. More and more actual consumer benefits. The brands that can connect with consumers in the most honest, transparent, and mutually beneficial way will prevail.
“The brands that can connect with consumers in the most honest, transparent, and mutually beneficial way will prevail”
For some people, this is big news. They call it ‘native’ advertising and they marvel at the power of ‘content marketing.’ I call it about time. What’s great about this development is the shift in brand strategies. We are starting to realize that there can be no conversion without conversation.
So brands: get to know your audience.
Solve their problems.
They will love you for it.
And they will pay you for it.
The search for marketing methods that actually support people in their natural behavior will pay off. And you can’t put this genie back into the bottle. Consumers will never go back to the way it was. So stop yelling and start listening. Tell your creatives to be bold and honest. Ditch the gray, cut the mediocre.
It is in your best interest to think about content, about benefit, about the risk of making empty promises. A brave new world is coming in which asshole brands are cast aside and hero brands emerge, worthy and proud. Creation and Commerce will go hand in hand, nay, will have endless explosive porn-like sex marathons. And their radiant love baby will be named ‘Advertising’. I can’t wait.
I love Advertising