Trends in advertising
By alison ~ July 10th, 2009. Filed under: Advertising, Commercials.
Advertising is a great way to start a trend, but what about trends in advertising? A few months ago I noticed a bunch of ads using animated vector flourishes to showcase the product, whether it was appropriate for the brand or not. Check out these examples:
Out of the three, I think the Sherwin Williams execution makes the most sense. The others may look cute but are lacking vision. Just compare the Saturn Vue commercial to the new Prius ad. Same basic principle, but the copy, imagery and use of people instead of graphics all work together beautifully.
Lately I’ve noticed a new trend among companies. A lot of agencies are trying to work economic buzz words into their ads. The first one I noticed was a commercial for Domino’s in which they “Released their own stimulus package.” The campaign for Daytona Beach tourism is using an almost identical strategy. Since then, a plethora of other agencies have gone this route. While I agree that using current events in advertising shows that a business is aware of consumer needs, I can’t help but feel blasé. A clever play on words isn’t going to help sales right now; the economic situation is too serious.
What I am try to say is that advertisers are not immune to trend following, even if it comes at the expense of the brands they represent. I love Zappos, but I hate that commercial. Yes it is pretty and full of energy- but it has nothing to do with great customer service, which is their USP. By themselves, trends aren’t so horrible. The trouble happens when we let them influence us when it is not in the best interest of the brand.
My question to all the designers and admen/women out there: How do you separate your personal taste from what the client needs?
