Today I literally CHASED AN AD.
Ikea is announcing its presence in the Austin area by taking it to the streets. Maybe you seen it, maybe you've heard about it, or maybe you too have even run after it.
"Why can't a living room stop traffic" reads the truck. Sure its innovative, or maybe, it WAS innovative, but more importantly it was the factor of belonging that made me chase moving ad. Only after a friend stated, "Oh...you haven't seen it?", did I jump up and run after the ad.
So is that one of the secret ingredients to a successful ad - feeding off the innate human desire of wanting to belong: to a group, to a community, to a cause?
Saturday, November 11, 2006
Today a Living Room Stopped Traffic
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3 comments:
I think it may just be an ingredient.
Of course, it's not the only ingredient, and sometimes, if you leave it out, it's still edible, but it's one of those things where just a dash will make it a hit at your next dinner party.
When an ad gets a semi-cult following, all the "it" kids/people try to get in on it because it's just like any other fad. For years, advertising has been telling people what's new, what's cool, and what's not. Once an ad makes it with just one "it" kid/person, it's like someone rang the dinner bell; everyone floods in to get a piece.
I think you hit the nail on the head with the inclusion idea. Everyone wants to feel included, they want to be "in." Verizon had a whole campaign focused on this very simple human truth.
So yes, though feeding off this innate human desire for belonging may not be the next Salt and Pepper for advertisements, it's definitely a strong contender for Oregano.
On one hand, that seems to be just a reflection of Marshall McLuhan's 'medium is the message' that's what we've heard many times, but why can't its role change depending on the circumstances.
As is the case with this outdoor placement, that had it been in a print ad might have lost most of its impact.
Other times, media plays the traditional role of distributing creative. (Virals being the latest example of this.)
I like to call it pop-cultural currency.
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