Did you experience the golden age of advertising? In the 1980s and 1990s, driven in particular by the creativity of British agencies, a few spots still exuded absurd or offbeat humor. They were celebrated at the Nuit des Publivores, while Jean-Marie Cavada and Christian Blachas deciphered them in Culture Pub. Lines became legendary: “Ovomaltine is dynamite”, “Did you see yourself when you drank?”, “A little gentleness in a world of bullies”.
Today, screens mainly broadcast clips focused on product features, price or direct demonstration. The slogans do not shine with their inventiveness: “For me and for you” (Coop), “…and that’s it!” (Poltronesofà).
Would this format be a better seller? It is undoubtedly effective in triggering a compulsive purchase or presenting a targeted promotional offer, but a brand capable of making people laugh or move people probably creates a more lasting connection.
A few years ago, an Old Spice advertising campaign effectively boosted the brand’s image. It showed a sexy guy, shirtless in his bathroom, speaking directly to the female audience: “Look at your man, now look at me! If he stopped using girl-scented shower gel, he might look like me.”
“Not enough to break a duck’s three legs,” you will rightly say. Wait! This is because the advertising agency had the good idea to extend the sketch on YouTube. She asked the actor involved to respond online to Internet users’ reactions. Hilariously, its 180 short personalized videos generated tens of millions of views, becoming one of the fastest viral campaigns in Internet history.
Do you believe that, given the same exercise to extend his promotions for Rolex, Jura, Gillette and other Lindt, Federer would know how to return the ball?
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