During my last job interview my interviewer asked me a simple questions, “So why do you want to work in advertising?” I’ll admit that I gave a pretty stupid answer for a question I should have nailed. I’ve written blog upon blog about the industry, yet I could barely gather a true reason why I want to do it. My answer included, “I like the story telling” and “I enjoy transforming a brand’s impression in its consumer’s mind.” A pretty average answer.
After the interview I analyzed each question and answer, thinking about how I could have answered better. This question stuck with me the most. I just spent 3.5 year studying advertising/marketing and now I’m working my butt off to get a job in the industry and I don’t even know why? I reflected on ads I’ve been most fond of in the near and distant past. That’s when I realized that I love advertising because it can set trends, defy norms and exploit current events.
Here are three examples:.
1. Old Spice setting a trend
This campaign not only spiked sales for Old Spice but brought back an older brand was not selling to a younger audience. I remember speaking to older women I knew who had teenage sons that specifically asked for Old Spice after this campaign launched. They were smart to refresh the brand, placing it into a position to compete agains other popular men’s body care brands like Axe, Nivea, Irish Spring, Dove, etc.
2. Cheerios defying norms
I love these ads but hate how controversial they have become. I applaud Cheerios decision to use a biracial couple for their last 2 spots, including their 2014 Super Bowl commercial. Interracial marriage has been legal in the U.S. since 1967 and the backlash that this ad has experience is incredibly embarrassing. By now we should be so much farther in the area of tolerance and acceptance. Honestly, I’m so excited for the brand that features a same sex couple because I think advertising in a great space to continue to push the boundaries and defy social norms.
3. Audi’s Fake Ad exploits current events
Although this is not a real ad, it’s a great example of use of a recent event exploited perfectly to a brand message.
Aso this great Las Vegas ad from 2012 which poked fun at Prince Harry’s arguably unfitting behavior during this trip to the city. It brilliantly used the famous British “Keep Calm…” slogan.
Yes, television and film can push the envelope and offer intense or risqué subject matter but require audience “consent” to be viewed. Advertising is often not by choice (unless you are watching TV via DVR or change the channel). Viewers are exposed to hundreds to thousands of advertisements every day, sometimes without even knowing it. Advertising is unlike any other medium, art form or entertainment outlet is capable of bringing different messages to viewers.
Marissa Osowsky 