we love hard-hitting advertising. not everyone in advertising does. which i’ve always found odd. the best ads are ALWAYS the ones that hit hardest. the ones that don’t beat about the bush. yet a lot of advertising folks think it’s uncool to overtly sell something. and so waste billions of dollars beating around bushes.
the best recent example of hard-hitting advertising is the current Apple campaign. It’s hardcore competitive. And it mercilessly takes advantage of the PC’s glaring problems. it’s interesting that the “cool one” (apple) is getting the last laugh on the nerds: microsoft and dell. because at the end of the day, presentation matters. how your product looks and feels is trumping mere code and widgets. and the apple advertising is brilliant. it takes advantage of everything that’s gone before it and how we all feel about apple right now.
and one of the reasons it’s brilliant is that it’s not hiding behind anything. it’s not the usual gag with tag. it is selling hard from second one of each commercial.
we at the escape pod dig it. advertising shouldn’t be embarrassed about selling things. TV advertising sort of kinked advertising into being almost too precious about entertaining people rather than selliing to them. entertainment took precedent over selling. and that was wrong.
the best advertising doesn’t beg for your attention. it confidently assumes it.