There's been a lot of good work over the past few years--the H-P work done by Goodby, Crispin's original Mini work, Burnett's Altoids, and TBWA/C/D's Apple opus. Last night however I watched with my younger daughter America's Next Top Model hosted by Tyra Banks. The show is by far the most compelling bit of advertising I've seen in a long time.
If you haven't seen it, the seres starts with a flock of about 50 anorexic model wannabees, and over the course of the 13-week season it winnows that gaggle down to one. She's named America's Next Top Model. Along the way, of course, there are competitions. For instance, the models are escorted into an Old Navy store, they have ten minutes to pick-out and accessorize and then Tyra and the judges select a winner, who in turn gets to model in a Old Navy ad. Old Navy is just one sponsor. The entire show is sponsored by Cover Girl and the big winner is Cover Girl's girl for the next year. So naturally they have last years' winner (Jaslene) in commercials and posters on this year's show.
In other words, the whole show is a commercial. And it works.
I don't know if the doyens of Lions and Pencils would say that it's great creative, but millions of people watch week after week for 30 minutes. I can't think of many commercials I'd like to watch for more than 30 seconds.
It's brilliant.
ReplyDeleteand the audience don't mind.
they're interested in the subject. Thereby intrusivness is avoided.
people get annoyed by intrusive advertising.
Droga 5 is building a business around entertainment that's advertising.
this is as you point probably far more effective advertsing than the most clever gong winners.
There was one season all the girls were drinking Smart Water and eating Special K. Last season they also went to a Smart Water party.
ReplyDeleteI remember asking friends before if they noticed and they didn't. It all seemed to fit in to them.
I admit watch the show regularly (I have no teenage daughter to blame it on)