On balls

Some time ago, at the Idea Forum and at first on his blog, Russell Davies presented us with two short movies that make a great point about how we expect advertising to work and how it actually does.
The first one was showing the way we expect consumers to just stand there waiting to catch the tennis balls (messages) that we're going to lob at them.



But that doesn't really happen, the consumers aren't sitting there waiting to have messages lobbed at them.



"That's what the advertising process normally looks like. Our stuff is just bouncing off the back of people's heads."

Then at the Idea Forum, I think, a famous romanian creative director said something on the lines of "Then you'd better use a bowling ball"
I found it really funny and... very true. Many of the brands that can afford it are just screaming louder and louder creating the clutter. They are just banging people on their heads with their messages.

But wouldn't it be easier if you'd attract their attention by just being interesting?
By making your balls (messages :P) interesting?

This entry was posted by Planners Delight, on Saturday, September 1, 2007. You can leave your response.