in Digital & Social

Imagine if …

Men were not portrayed as being naive in TV commercials, as they are in so many (sorry, Fountain Tire).

Cheap advertising gimmicks and jingles, and cheesy copy altogether, became relics of an advertising era gone by.

Volume was not raised for commercials, because they’re all compelling and relevant enough to gain our attention anyways.

People stopped fussing about “logo size” in print ads, realizing that logos don’t always need to be increased by 10%.

Celebrities were chosen to endorse brands on the basis of who they are and what they stand for, and not just their star power alone.

More companies introduced campaigns that, as part of driving business, also focussed on giving back to the greater good. Way to go, Pepsi Refresh Project.

Companies like Zappos, Starbucks and Lululemon, building brands and communities that engage, using methods once deemed “non-traditional”, were the norm rather than the exception.

  • Aaron Kroontje

    Sometimes evils are necessary.  If a tree falls in the forest with nobody to hear it – does it still make a sound?  Without you framing up the context of your post I assume these are things you wish would happen.

    But…

    If non-traditional became the norm, it would cease to be non-traditional… 
    Stereotypes sell because for the most part they are rooted in some truth.  They are our cognitive shortcut to making decisions, sometimes for the worse but often for the better.

    Gimmicks jingles and copy exist to engage certain audiences.  Multi faceted, layered, high brow campaigns for the wrong company can alienate the target market. 

    Better than celebrities endorsing based on who they are – how bout those that actually use the product?  But while we’re dreaming (or imagining as it were) let’s hope for META KEYWORDS not being stuffed…Where there is a way to influence the market some marketer will exploit it.