Marketing: Monkey Business & Horsing Around With Superbowl Spots

Nice article HERE from Adweek discussing the Adobe’s post Superbowl spot from Goodby, Silverstein & Partners.

Following on from Oreo’s Dunk In The Dark spot, it demonstrates a growing sphere of activity around the spectacle that is the game itself. At the core, an audience of millions watching a sporting highlight. Surrounding that, a highly anticipated and (generally considered) effective TV advertising blitz.

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Great Creative: Fotoshop By Adobe

Awesome work here by Jesse Rosten

Just proves the point that companies don’t control brands anymore, consumers do.

So what will your brand do to protect itself from consumers armed with talent and an attitude? It’s not that difficult. Treat consumers like people, not numbers. Admit your faults instead of hiding from them. Accept that your brand isn’t perfect, and they will. Use their passion to improve your performance, and your brand equity will grow.

Big brands still attempt to pull the wool over our eyes, and hey, with budgets in the hundreds of millions, they still get away with it more than we realise. However, unless you’re the CEO of a Fortune 500 company (and if you are, call me. We should do lunch), it’s time to admit you’re not in control of your image. You can’t dictarte how consumers feel about you. But you can help their perception by treating them properly, and dealing with them honestly.