There are two schools of thought. The first is that advertising must communicate a message first and utmost. Once that has been done you may communicate in an entertaining way. Such are the ways of Bernbach and Trott.
But times are changing and we are seeing a shift gravitate towards giving the consumer more than just information. "What's in it for the consumer" is the question you must ask when doing any campaign. From digital sites allowing consumers to dictate what happens (Diesel) to Nike + (personal trainers built into a shoe). Something more than just communication must be given.
If you look at Cabral's "Gorilla" spot, the message (if there even is one), is buried deep behind the entertaining drumming gorilla. The biggest sign of entertainment first, communication later, is "
There's no questioning that it's a piece of entertainment. No train prices or timetables just a story told through the eyes of a child. A story that Eurostar has commissioned.
So you need to ask yourself, in today’s new world where consumers want more from a brand, what will you give them?
4 comments:
hey dude, itll depend where youtuake your book. but the fallons and wiedens will still want to see solid thoughts based in truth. you can make executions quirky. do what you want. you dont have to do posters, do a couple, redesign an aircraft... once you're in... itll all kind of flies out the window. whatever... tc is great. there isnt a better mentor. listen to him.
it´s all about ideas. so you can never stick to anything. you either respect one solution or you don´t.
if there is a shift, i´d say it´s toward experiencing communication.
A good idea is a good idea at the end of the day. This i agree with. It just feels that consumers are demanding much more than what they used to.
To Anonymous, i'm hearing you loud and clear, my watford brother.
ask nick about 'the shop that fits like a shoe'! ..... and good luck. its tough. but you guys should be better than every other college out there. keep working your face off. never stop. that's key. and youll get there.
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