Corporate authenticity in advertising - two opposing examples
Say what you will about corporate advertising, but if there's one thing marketers do really well, it's understanding the zeitgeist of a nation. And right now, the US is all about sincerity and authenticity. But that's a tricky thing to get right, as the following two advertisements show (both currently on TV in the US). First, this ad from Chevron's "Human Energy" campaign. Everything in this ad is designed to make you cry - the piano music, the baby photos, the announcer's voice, dripping with sincerity... Well, it just doesn't work for me. But then there is this ad from the "You" campaign by mobile phone manufacturer HTC. I was really amazed when I first saw it, because instead of just trying to be cute, it looks like they actually understand real people with real emotions. Sure, it's just clever marketing, but I think if you're going to aim for authenticity, you better get it right, because being fake is the easiest thing in the world to spot...