The hardest thing about growing old in a young-person's world is that when you look at that world, you're never quite sure if you're going crazy or the world is.
More and more of what I see and hear online, in articles, in posts, in commentary, from pod-casts, seems to me as alien as Alpha-Centauri. Most people seem to be living in a reality that has no foundation in my reality.
For instance, I hear about brand conversations. But I've never actually had one.
"Honey, you know what's funny about Saran Wrap?"
"No, dear, tell me."
In fact, more and more of the advertising I do see seems more and more delusional.
This ad below is probably four decades old. It was never great. Not really attention-getting. But at the very least it made a promise to the viewer. It was grounded in facts and consumer needs. I'm not saying this isn't drivel, but at least it's purposeful drivel.
Just yesterday, this ad was pixelling through my social ether. I assume like everything today, from a five-million-dollar manifesto to a symphony of staccato flatulence, it had to go through seventeen-rounds of review in order to get approved.
If you're reading this and you work for the agency that created this work, or if you work for the client, I'd love for you to tell me why this ad is good. Why you spent time and money on it. Why was it produced? I'll give you all the space and time you want and need to state your case. Have at it.
To my glazed-over eyes, more and more marketing conversations are about putting the digital mechanisms of commerce in front of people, but there's less and less attention paid to giving people reasons why they should buy.
Digital transformation seems to be all about the HOW of commerce. Yet, we seem to have ignored, destroyed or neglected the WHY of selling.
It seems our industry's mantra has become "Clickito ergo sum." I click, therefore I am. Very little thought seems to be given to why people act, what they need, what they want, and what makes a product worthwhile, if not superior.
It's hard for me, further, to favorably compare the vapid-celebrity bullshit of this 461-second "film" with any of 100 old Porsche ads done by Chiat, Fallon or Carmichael-Lynch in years gone by.
Whoever is responsible for this monstrosity, whether on the agency side, the client-side or the production side, clearly has no true understanding of Porsche. Again, if you're reading this and you work for the agency that created this work, or if you work for the client, I'd love for you to tell me why this ad is good. Why you spent time and money on it. Why was it produced? I'll give you all the space and time you want and need to state your case. Have at it.
We like brands that act like people we like.