We’ve
all heard of the #thedress phenomenon by now. A dress the changes colour
depending on how you perceive it. Psychologically it’s very interesting. But
what’s just as interesting from our perspective is the reaction of various
brands and agencies to it – and what that says about the state of advertising.
Meanwhile
across the web various brands have referenced it, if nothing else to continue
to be part of the conversation and engage their followers. (Again, social media
is as much about keeping afloat as about getting ahead.)
Another
interesting example is the Salvation Army spot by South African agency
Ireland/Davenport that played on the meme to make a serious point about
domestic abuse. It shows a model wearing the white and gold dress while covered
in bruises, with the copy “Why is it so hard to see black and blue?” This ad
actually was generated within the agency before searching for a charity to
associate with – which if nothing else is a rebuke to those who say that
advertising has no soul to it.
There’s
a broader point to all of this. In a world of memes and trends and viral
events, it can seem that advertisers are a bit passé, a bit out of step. The
reality couldn’t be more different.
What
advertising does is to ride the waves of trends and new events, to defend
brands from risks and pitfalls. It also gives the opportunity, as with the
S.A., to capture a moment and produce something that cuts through by speaking
to people in a way that makes them listen at that moment – that is contextually
relevant. After all, advertising is all about communicating with people in a
way that engages with them.
Certainly
the media world is changing beneath our feet. But while the medium and the
method may change, advertising will always exist. Because advertising is not
reliant on bricks and mortar. Advertising is about communication, and about
communicating ideas. That is the core, and as long as you communicate it, you’re
in advertising.
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