Its an old adage: big corporations are not your friend. They’re loyal to your money. So why are companies more concerned with having their adverts be entertainment first, selling a product second?
Advertising is there to promote goods and services. However, ads these days are too reliant on being comedic tableaux, over selling products. A one off advert at a big event is fair, but when you see them everyday, they’re just obnoxious.
Advertisers: stop being clever. Your clever is not clever. Sell the freaking product.
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The number of times I’ve seen an ad and couldn’t even tell you what it was for is ridiculous.
> So why are companies more concerned with having their adverts be entertainment first, selling a product second?
Mind share.
In truly competitive spaces, your advantage is going to be consumer brand awareness. Your product may only be marginally better than your closest competition, but if you can be the brand that customers remember when they’re shopping…you’ll come out the winner more often.
So the selling point of making over the top ads like that is not to simply sell the product but also have a lifestyle moment for the brand that sticks with people.
I used to work in Ads, take a look at this one I helped with: Hoka Fly Bird Fly , its not about the shoes as much as it is to make you image that they will make you fly. No one wants infomercials, the ads that are successful are the ones that make you laugh and you remember days from now.