Who’s Controlling Your Advertising Message?
3.19.07 More proof today that the “top-down” advertising model is in a serious death rattle.
Somebody has taken a legendary television ad (of iconic status in the agency world) and transformed it into a political ad. The ad takes the Apple Computer ad produced by Ridley Scott and aired only once during the Super Bowl, and morphs it into an anti-Hillary Clinton ad in favor of Barack Obama (note – the Obama camp officially denies any connection.)
To see the video, go to: www.youtube.com/watch?v=6h3G-lMZxjo
The ad was recently added to YouTube.com and has already generated a significant buzz. The best part is that this buzz isn’t just happening in beltway circles. No, this video is making waves with the young, the old, the bloggers, likely voters, non-voters (maybe they’ll vote now!) and virtually everybody with a computer.
While largely drawing from the old ad, the new ad has some great additions, notice the Obama logo on the original jogger’s t-shirt, now she’s wearing an iPod and the logo at the end that morphs the Apple Logo.
Without going into too much political analysis, this ad is important in marketing and advertising terms because it pits the old vs. the new but more importantly, it shows how anonymous parties can go on the attack and promote a message, while insulating those who benefit (Obama) from having their fingerprints on a nasty negative ad.
This ad illustrates how technology is giving rise to more grassroots or bottom-up message control, thus seriously eroding the old “top-down” broadcast model. This bottom-up model uses viral videos, blogs and other means to influence message.
Like it or not, the people want to have their say and technology is letting them do it.
So who’s controlling or influencing your message?
If you don’t know the difference between a blog and a viral video is, give us a call today. We’re happy to walk you through social networking tools and how they can affect and enhance your marketing and advertising efforts. To find out how Endeavour can help with your next campaign, visit us online or just call 615-907-5332.
Till next time,
Harold Henn
Partner, Chief Marketing Officer
Endeavour Marketing and Media, LLC
