We live in an attention society. Everybody wants it, few get it, and all of us give it.
Advertising legend Howard Luck Gossage said “People don’t read ads, they read what interests them and sometimes it’s an ad.”
In today’s marketplace, people watch and share the outrageous. The question is, is it outrageous in a way that extends your brand message? Is it something that helps you make your point about why brand X is better than brand Y?
Evian, a company that sells the most commoditized product in the world- water, gives us an entertaining ditty with babies roller skating to the track of “Rappers Delight”- anyone 40 and older- their core market, remembers this song, and thinks babies are cute. This ad will get a lot of positive spread.
Then, there is an ad, probably done by the bad boys of advertising, Crispin Porter + Bogusky for Internet Explorer 8 and it’s private browsing feature. You’ll watch this- go, eehhwwwwww- and then tell 10 friends. O.M.G.I.G.P. or “Oh, my god, I’m gonna puke”
If given the choice, which would you prefer represented your brand? And, if trends continue, the puking woman is outscoring the babies in views on YouTube by a landslide, so think carefully.