Remember when advertising was actually a persuasive tool?
You would buy a product because it was advertised to be the best, longest lasting, or a great value. Companies would pit their products against the competitors in ads, hoping that it would win the hearts and minds of the consumers that watched them.
Of course that age is long and gone.
I remember reading about the idea in The Fall of Advertising and the Rise of PR and years since it hasn’t been more true. We actively work to avoid ads and distrust anything wrapped in advertisement.
However that doesn’t mean they aren’t useful anymore.
Advertising has become more of an art form. As a result effective advertising doesn’t persuade, it infiltrates pop culture.
Take for instance Old Spice’s Isaiah Mustafa. You probably know him best as the Man Your Man Could Smell like.
The ad became a YouTube sensation, landing Mustafa on The Ellen Show so he could recite his memorized lines for the audience’s enjoyment. For Old Spice the ad was not only a hit on broadcast but it quickly went viral online as well.
Now that Mustafa has a new ad out the NMS ladies were quick to spread it.
If you were Old Spice- wouldn’t you be excited to see people actually wanting to see your ad?
If you look back to what hits in social media then we can see Old Spice got a hit with something clever and funny.
When do ads cut through the noise for you?