There are different viewpoints on advertising. Supposedly the biggest challenge to advertisers is that with the latest technology (TiVo) and pay-per-view etc, consumers are now being given more and more the choice to NOT see ads. That creates a huge problem since the number of consumable items demanding the attention of the consumer is infinite while the 'attention pie' is just going on shrinking. So what does that translate into? How do advertisers hold attention...but this post is not about the challenges there..
The most recent ad that made me sit up was this one from Sony Ericsson for their Walkman series of phones (Low Bandwidth link). I think this was brilliantly executed and really would touch a chord with those groups of people for whom music is an integral part of life. But what struck me more was the images that they convey. All of the images in the ad are of individuals who are just enjoying the moment, their private moment with their own music even if they are surrounded by a huge sea of people. These people could be having huge problems but here they are at this moment, just immersed in the music and the only important thing being 'I'. Do we all not go through these moments or at least crave for these moments when we just can be what we want to be not thinking about what the next moment will bring?
I am quite sure, when they put the storyboard they probably did not think of it in so much detail. But I guess that is what makes a good ad. It should connect to people in different ways.
So if I look at it, what works for me in this ad is:
1. The images of 'ordinary' people in their daily setting
2. The music score for the ad, unobtrusive but still very much the soul
3. Most importantly, the concept of the music being their liberator...
I think Sony Ericsson is really getting this piece right.....
(Well, I guess I must also add that I am a die-hard Sony Ericsson fan all my mobile phones having been from this stable)
The other ad I do like from the recent ones on TV is the Ponds one showing these women all in a introspective kind of mood..have been trying to get a link to it online...even there it works because there are no gimmicks..its just ordinary people.I like all of these ads for displaying the importance of 'I'...People just tend to forget the 'I' in their daily dose of existing....
Kudos to the ad agencies...
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2 comments:
what is your opinion on the 'I' marketing??!
I dont know if there is something called 'I' marketing, but probably lot more people are relating to it given the fact that people are using words like 'independence', 'privacy', 'space' etc much more often. I guess people are spending so much time 'doing' things that any time they get time for themselves, it becomes more precious and any product that caters to this, i guess, will do well.
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