I understand that advertising needs to change – keeping pace with the changing tastes of the new consumer. I understand that in developed markets with high media clutter one has to experiment with non-traditional media to appeal to your audience. I understand that product hard-sell in these new age videos is not a cool thing – one has to subtly weave in the product features & benefits.
But what I don’t understand is how some weird, bizarre stuff masquerading as advertising gets lapped up by consumers – going by the view count of these ads on YouTube. Take the Juicy Fruit video featuring Sara Silverman and a serenading Unicorn. Yes, a serenading Unicorn.It sounds funny and it is in parts. But there’s not a single mention of the product save for the first and last frames. The ‘story’ if you can call it that can very well fit in with any other mint. But then hey, by online metrics it is hailed a success.
The video may have 100’s of thousands of page views and a cool Facebook page. Does this help sell gum? Maybe I am too steeped in old-school advertising but after seeing this it makes you ask: ‘what does this have to do with chewing gum?. In general I prefer creative ideas that keep the product idea at the core – be it in a :30 ads or a video meant for online consumption. Sure, entertainment is key and the videos must have a pass along value but do we really have to rely on serenading unicorns and kinky stuff? Is this the new advertising?Shudder. Definitely not. India is yet to see the likes of this and I am happy for that.