WSJ.com: Glitzy television advertising, long the mainstay of marketing, fell out of vogue this year on Madison Avenue. In its place: frill-free commercials. Reflecting the proliferation of reality television, agencies embraced ads that used real people or looked like home videos.
Typical of the trend was an ad for Vonage Holdings Corp., the Internet phone service provider, which used a home movie of a skier leaping off a roof onto a pickup truck. A Toyota Motor Corp. spot was filmed to look like a home movie shot by two slacker dudes partying in the desert when a meteor hits their Tacoma truck. Anheuser-Busch Cos. has lately been running Bud Light ads shot documentary-style, which feature a fictional character named Ted Ferguson who performs daredevil stunts and rewards himself with beer.
‘Reality’ [WSJ.com]
For the Rest of Us
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NNOVATION BEATS ADVERTISING. Decades ago you could build a business on the back of a great ad campaign. No longer. Consumers are smarter. Advertising is horrendously expensive. And alternatives abound. As someone insightful soul once said, “The best advertisement is a great product (or service).” Guys…It’s time to innovate…Search out ideas…Big and small. ‘Me too’ companies advertise…They think it’s the panasea to all there abnrd woes. It’s not. It’s expensive, intrusive, irrelevant. Big ideas, as a result of an innovation culture or just clever brainstorming are the future for success in business. Get on board the innovation wagon…No rear view mirror required! Cheers for noew…TIM The Ideas Guy http://www.theideasguy.com.au