I found this article very inspiring because it also reminded me of a conversation I had with colleagues…
As advertisers, for a campaign to be successful and get people to remember key message, new products, sales etc… Often we get inspiration from culture and attempt to reflect the popular and visual culture codes to create “effective” campaign. I did write about this topic a few months ago .
But should advertising not also play a role in shifting preconceived ideas and stereotypes through unconventional visual references?
For example, when it comes to using women body image in ad to promote products targeting men… As advertisers and content creators, should we embrace it because “it works” and “that what people want” or should we do what is “right” and attempt to change people perception?
I will vote for the latter…
Too often, advertisers, obsessed with “effectiveness”, failed to be brave enough to challenge the status- quo…. Advertising is for me a type of modern art and it has the power to instil positive change.
Sometimes, just reflecting the reality can make others feel uncomfortable. I am referring to the Cheerios ad featuring a multi-racial family in 2013. Americans went mad over it!
I will conclude by referring to the latest Nike campaign starring Colin Kaepernick.
Companies and brands often attempt to avoid taking strong public positions out of fear of alienating customers, but Nike is running straight into the political fray.