Even the most innovative, out-of-the-box (man I hate that phrase) ads aren't pushing sales anymore. Let me back up....
I'm sure that by now you've seen those different Volkswagen ads where the people are just driving along talking about random things and suddenly get in an accident? The first time I saw one I was blown away. And when one comes on now, I'm still captivated. Great stuff by arguably one of the most creative agencies around: Crispin Porter & Bogusky.
Check it out from a recent AdAge sidebar:
Despite all the buzz surrounding envelope-pushing work from Crispin Porter & Bogusky, Miami, over the past year, VW is still falling far short of its stated goal of moving 500,000 vehicles per year. The automaker has parted ways with Director-Brand Innovation Kerri Martin, and Adrian Hallmark, exec VP of the VW brand, said that while the ads under her watch drove foot traffic, there was no "red line through the middle of all our products with a unifying theory about VW."
These are the guys who were also behind perhaps the very definition and the original viral video .... the Subservient Chicken for Burger King, which also drove huge awareness, but not sales for Burger King's chicken sandwiches.
My point? Even the greatest ads aren't effective anymore. It must have something to do with the 5,000-plus advertising messages we're bombarded with every single day.
Remember that as this whole "Superbowl Ads" hoopla begins to crank up again.
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Further Proof Traditional Advertising Is Losing its Grip
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