We Need More Ads!
That was the chant a few dozen hollered as I hastily ran from seminar to seminar during Advertising Week 2014. Though the conference was several months ago, I’m still cycling through what I learned both in and out of the discussions.
The first morning, filled with events, people, fresh coffee, and delicious New York bagels, held more than I expected. A major surprise was coming across a group of unified people with a hefty message they wanted to make aware to anyone that crossed their path. With their chants and nifty newspaper-resembling hand out, I was intrigued to know what they were about. Their cries were not rude or mean, they cheered us on from one talk to the next. They pleasantly offered the reading material about their cause. I grabbed a print as I walked by one of the dozen and even offered a smile in return. The Terrain, a onion-inspired print, hinted at who the culprits were. All Terrain, a marketing agency, wanted to deliver a message we all know but in a different light.
As I waited for the next speakers to take the stage, I skimmed through the freebie. Wonderfully written articles satirically highlighted advertising and why it was needed. In fact, it made several mentions that the world does not have enough of them and we, the professionals in the field, need to step up our game. The newspaper discussed how the “group” came to be with a large emphasis on the power of the internet. To carry the message on, I felt like I should sum up what the group may have been pointing at but with clearer direction.
The group hired actors. The idea was to drive the point that consumers do not like to be yelled at and conversation should not be the same across the board for your audience. This demonstration also highlights that there is no way to keep the ads at bay. If you think you have escaped them for a moment, look around and think again. If you think you live outside of the bubble of advertising influence, look around and think again. They live everywhere and sometimes not in plain site. To fully understand, look around and see a can of soda or the back of your car or your phone. I would nearly guarantee you saw brand names like coke, the auto store in which you bought your car, or the maker of your handy device that allows brands to reach you while you lay in bed. How do you make sense of it all and continue through life without the constant influence of brands, marketing, publicity, and of course, ads?
Simple. Embrace the Ad life.
The ads are not going anywhere and you don’t want them to. Imagine a world where you didn’t have a choice. Advertising gives you choice. It allows you to pick what fits your lifestyle and ideals. The brands you use everyday are further publicized by your image and who you are becomes the image they share. You are a walking advertisement but it is not a bad thing.
photo credit: Luciano Mortula / Shutterstock.com