If all the ads you see on television sound like they've been written by the same person, a slightly snarky, all-knowing young hipster, odds are they have. Or, more accurately, by a crew of people who all strive to have the same voice: that of the creative directors who judge award shows.


And while the work that wins at these shows (especially the big ones) is often great, it's generally work that appeals far more to the upscale, urban, 30something white male hipsters who judge these shows than it does to say, your grandmother, who doesn't get why those Burger King spots with the mask are the least bit funny.
Now this theory is fine when you're advertising beer or running shoes. But since most products advertised aren't beer or running shoes, we quickly find ourselves in trouble: we're talking with one voice to an audience who speaks with another. And whether it's TV, print or online (okay, especially online), the messages we're putting out there are "we don't really know you, our customers. We don't really care what you think is cute or funny or emotional. We only care what's cool and hip (by our standards) so get used to it."
I've made it practice on my blog to call out ads that appeal to different demographics: A Canon camera spot with Maria Sharapova's dog, for instance, that my kids find hilarious.

Now of course it's not impossible to create advertising that appeals to a broad demographic. The Budweiser Frogs campaign from about 10 years ago did that, so does some of the better Coke and Pepsi advertising. But by and large, given the fragmented media environement, we're going to be advertising to a very specific demographic. And I've yet to see a brief that says "here's what the target's taste level is. Here's who they find funny, the TV shows they love to watch, the magazines they read." And the award shows don't help this situation: they reward work that has no appeal to the intended target. Just look at this campaign for Tide that cleaned up at Cannes this year.
No wonder so few people actually like commercials.

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ABOUT THE AUTHOR

Alan Wolk
One of the only new voices to come out of the creative side of the ad business, Alan Wolk has staked out a distinctive space for himself and his Toad Stool consultancy. The wide-ranging appeal of Wolk’s common-sense approach to strategy, combined with his hands-on experience as an advertising creative director, has made him the go-to guy for social media thought leadership, speaking and consulting.

His blog, The Toad Stool, is a popular thought leadership site that’s been described as a “frank but fair” look at the confluence of advertising, marketing and Web 2.0.

Adweek Editor Brian Morrissey has called it “one of the ‘must read’ blogs for our industry.”

The most popular series, "Your Brand Is Not My Friend"which deals with the false assumptions marketers make in the 2.0 space (and how to remedy them), has gotten much play in the blogosphere and that has led to columns in Adweek, as well as a national syndication deal via Newstex.

The blog’s popularity has also resulted in numerous requests for speaking engagements. A book is also in the works.

Prior to “seeing the light,” Wolk was a highly successful creative director who spent years at ‘90s hot shop Anderson & Lembke and went on to start up Atmosphere, BBDO’s digital agency, with stints at Ogilvy and JWT along the way. A New York City native and Stuyvesant High School graduate, Wolk currently lives in New Jersey with his wife and 2 kids, where he doubles as a Little League and basketball coach.