I’ve just stumbled upon a ‘what if’ ad that made me think about what we, advertising people, tend to communicate.
New and innovative products which concept is based in the ‘what if’ world. ‘What if’ is based on the believe that the consumers need more things and specs from the products they could probably (PROBABLY, not certainly) want and based on the more is better principle, not necessarily understanding that ONE particular desire, that extremely relevant insight. We make a huge mistake when we do product based advertising, not consumer based messages.
‘What if’ is a natural phylosophical question. We’re used to project ourselves into the future trying to understand what will be the next big thing. The ‘what if’ appears in advertising when we think that different specs or functional benefits could be told perfectly in one 30 second ad.
‘What if’ in advertising is a neverending cycle: one year later, that same ‘what if’ would be discarded for another what if statement.
This is when I think the digital world is the way out. A beautiful enviroment where you have a variety of touch points waiting for complementary messages that are supported by one big concept, based on one significant insight. Shaping our message through the eyes of the consumer, giving the brand and the product a reason to be. Not shaping it according to the product’s specs or the client’s desires.