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Marketing so often promises to be the voice of the consumer but in reality marketers champion inspiration over the work that means the most to our audiences
Here’s a tale of two brilliant content pieces by @Nike
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H/t @bbhlabs
Here’s a tale of two brilliant content pieces by @Nike
Thread
H/t @bbhlabs
There are many fine pieces of work coming out of @nike this year
Only some are being flamed by the echo chambers and bubbles of the ad industry
In reality, the 'average person' is choosing to engage with more fun and mainstream content
/2
Only some are being flamed by the echo chambers and bubbles of the ad industry
In reality, the 'average person' is choosing to engage with more fun and mainstream content
/2
There is no better example than ‘You Can’t Stop Us’ and Drake’s ‘Laugh Now Cry Later’
The first being widely acclaimed by marketing experts and the latter flying under the critics' radar
The latter has over 30m more views and outperforms across all metrics
/3
The first being widely acclaimed by marketing experts and the latter flying under the critics' radar
The latter has over 30m more views and outperforms across all metrics
/3
‘You can’t stop us’ is a beautiful piece of creative with a powerful message of inspiration
‘Laugh now cry later’ is a product placement celebration of marketing content using @drake to cement @nike place in rap culture
Both work for the brand on different levels
/4
‘Laugh now cry later’ is a product placement celebration of marketing content using @drake to cement @nike place in rap culture
Both work for the brand on different levels
/4
Drake got you watching a 5 minute Nike commercial, and despite getting no oxygen from the ad industry, dwarfs the performance of ‘You Can’t Stop Us’
As an industry, we should celebrate both not just hype inspiration
/5
As an industry, we should celebrate both not just hype inspiration
/5
This gulf between marketers and the general population only heightens the ‘empathy delusion’ debate
Marketers systematically downgrade the importance of simple materialism
/6
Marketers systematically downgrade the importance of simple materialism
/6
