I’ve been in the media business long enough to know very quickly what works, and what doesn’t. Consumers, these days, are nearly as savvy. There is a quote that I’ve used in presentation recently, that states:
“Consumers are much more interested in their own lives than they are in brands……And they are much more interested in BRANDS, than they are in ADVERTISING”
This is spot on… and when a brand gets advertising right, and it’s done in a way that appeals to their target audience (along with the outliers beyond that target), I’m impressed. Icon Motor Sports has done just that with the long form video that is climbing the AdAge viral chart. I don’t own a motorcycle, nor have I been on one all that much, and I’m certainly not in the market for ‘leathers’… but they had me for the full 8:30 on this one. Why? Because I was entertained – simple as that. Brands need to do more of this, and I believe advertisers and agencies are recognizing that.