Advertising Age’s Bob Garfield has predictions out today for the Cannes festival (reg req) including links to what many professionals will agree is the best work of the year. Included is this spot from Dove, called Evolution:
At it’s worst, advertising is a nuisance with psychological collateral damage. “Do I smell bad?” “Am I fat?” “Do I have CHRONIC HALITOSIS?” Work like that gives the industry a bad name, and since it’s in the majority, maybe rightly so.
But at it’s best, advertising elevates and connects us to something fundamentally human. As discussed in my (too long) post on Brands, this kind of advertising adds emotional value to products that already have practical value. It validates us and the things we feel. It shows us a path to feeling like the people we want to be. It is relevant, and it is useful.
It is also necessary, at least for people who like free or less expensive media. This is just the reality, and it actually irritates me when start-ups like ours hide from it. Was YouTube nobler for avoiding advertising through it’s initial user acquisition stage, or was it just ingenuine?
matchmine is going to embrace an advertising model at some point, and being honest with ourselves and our users about that is just a grown up thing to do. It also enables us to think about how to integrate good advertising in a way that adds value for our users (read my lips: No :15 sec. pre-rolls.)
I think that’s possible, and welcome thoughts anytime on what we should / should not do to get it right.