Not Everyone Is an Upscale, Urban, 30something, White Male Hipster
If all the ads you see on television sound like they’ve been written by the same person, a slightly snarky, all-knowing young hipster, odds are they have. Or, more accurately, by a crew of people who all strive to have the same voice: that of the creative directors who judge award shows.
And while the work that wins at these shows (especially the big ones) is often great, it’s generally work that appeals far more to the upscale, urban, 30something white male hipsters who judge these shows than it does to say, your grandmother, who doesn’t get why those Burger King spots with the mask are the least bit funny.
Now this theory is fine when you’re advertising beer or running shoes. But since most products advertised aren’t beer or running shoes, we quickly find ourselves in trouble: we’re talking with one voice to an audience who speaks with another. And whether it’s TV, print or online (okay, especially online), the messages we’re putting out there are “we don’t really know you, our customers. We don’t really care what you think is cute or funny or emotional. We only care what’s cool and hip (by our standards) so get used to it.”
I’ve made it practice on my blog to call out ads that appeal to different demographics: A Canon camera spot with Maria Sharapova’s dog, for instance, that my kids find hilarious.
Now of course it’s not impossible to create advertising that appeals to a broad demographic. The Budweiser Frogs campaign from about 10 years ago did that, so does some of the better Coke and Pepsi advertising. But by and large, given the fragmented media environement, we’re going to be advertising to a very specific demographic. And I’ve yet to see a brief that says “here’s what the target’s taste level is. Here’s who they find funny, the TV shows they love to watch, the magazines they read.” And the award shows don’t help this situation: they reward work that has no appeal to the intended target. Just look at this campaign for Tide that cleaned up at Cannes this year.
No wonder so few people actually like commercials.
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Comments
Toad,
Great post. This is also just a problem with the medium itself. TV, at least today, is still a carrier of mass blast messages. However, in the online world you still can't be everything to everyone, but you sure can be more things to more peoples/groups. Through the microtargeting of different communities you can appeal to groups in a manner that resonates with them. For example if you are a luxury brand, but want to build a ramp for younger folks to get a taste, you can launch a cheaper product within the portfolio and only target youth communities. For instance you are releasing a new car so you make an advergame like the recent Toyota game. This way the traditional 50+ year old consumer will rarely come in contact with the marketing messages and this will stem bleeding out brand equity.
Good points you make. It seems like these firms should have, say, Grandma working on staff and so on. I guess it would depend on who they often target.
Why would they have one demographic creating the messaging for a bunch of other demographics? Seems strange.
@Neil: It's not just the ad business. All mass media: films, television, magazines, books- seemt to be guided by a similar sense of what constitutes "good."
I'll be curious to see if that stranglehold continues as the Baby Boom moves into its golden years.
TToad: if you remember Sony's first work on launching the MiniDisc, it fell neatly into this mold. All the data showed the user was a 40 year old lawyer driving a Jaguar. Of course, the creative was aimed squarely at his son. The one who couldn't afford a $1000 Walkman, in particular.
One of the worst marketing flops in modern history, all because they "knew" what would work. It's been too long now, but I seem to recall tallying up the total costs of what their launch campaign probably cost and I think we came up with a figure of around $10K per unit sold.
We have a certain "cool" archetype in mind when we set out to do creative or positioning work, probably born of the other neat creative we've already seen. It's true that you can always sell an older man a younger man's car (and not vice versa); but there are limits to believability.
Know your market, speak to your market, and ignore the rest. If the hipsters in your circle of friends have never heard of your product (that wasn't designed for them), congratulate yourself on not having wasting your media dollars.
@Stephen: I do remember that campaign, very true indeed.
Another great example of what I'm talking about is the mens' fashion industry. Why are $3,000 suits inevitably shown on 20 year old models. I mean I know guys want to seem younger, but seriously, half of them look like they're wearing their bar mitzvah suit.
But as I said before,I wonder if the media's self-definition of "cool" will change as the Baby Boomer hits senior status.
Yes, it makes no sense for a certain type of hipster deciding what is cool for everyone. Especially, as you suggest TToad, as the baby boomers have a lot of buying power.
I am younger than the baby boom generation, however, I have never quite understood why the ideal market is considered the young and hip?
You would think that a demographic that is large and has some extra cash would be ideal.
Comments
Toad,
Great post. This is also just a problem with the medium itself. TV, at least today, is still a carrier of mass blast messages. However, in the online world you still can't be everything to everyone, but you sure can be more things to more peoples/groups. Through the microtargeting of different communities you can appeal to groups in a manner that resonates with them. For example if you are a luxury brand, but want to build a ramp for younger folks to get a taste, you can launch a cheaper product within the portfolio and only target youth communities. For instance you are releasing a new car so you make an advergame like the recent Toyota game. This way the traditional 50+ year old consumer will rarely come in contact with the marketing messages and this will stem bleeding out brand equity.
Posted by: Seni Thomas | 10.18.07
Toad: I like your practice on your blog to call out ads that appeal to different demographics, including your tadpoles! Nice approach.
And I totally love the Dolce voice, too. Then again, I'm a sucker for talking dogs...(lol)!!
Posted by: Ann Handley | 10.18.07
Good points you make. It seems like these firms should have, say, Grandma working on staff and so on. I guess it would depend on who they often target.
Why would they have one demographic creating the messaging for a bunch of other demographics? Seems strange.
Posted by: Neil Anuskiewicz | 10.18.07
@Neil: It's not just the ad business. All mass media: films, television, magazines, books- seemt to be guided by a similar sense of what constitutes "good."
I'll be curious to see if that stranglehold continues as the Baby Boom moves into its golden years.
Posted by: Tangerine Toad | 10.18.07
Yes, I was alluding to that baby boom's golden years. Very astute of you to pick up on that.
Posted by: Neil Anuskiewicz | 10.18.07
TToad: if you remember Sony's first work on launching the MiniDisc, it fell neatly into this mold. All the data showed the user was a 40 year old lawyer driving a Jaguar. Of course, the creative was aimed squarely at his son. The one who couldn't afford a $1000 Walkman, in particular.
One of the worst marketing flops in modern history, all because they "knew" what would work. It's been too long now, but I seem to recall tallying up the total costs of what their launch campaign probably cost and I think we came up with a figure of around $10K per unit sold.
We have a certain "cool" archetype in mind when we set out to do creative or positioning work, probably born of the other neat creative we've already seen. It's true that you can always sell an older man a younger man's car (and not vice versa); but there are limits to believability.
Know your market, speak to your market, and ignore the rest. If the hipsters in your circle of friends have never heard of your product (that wasn't designed for them), congratulate yourself on not having wasting your media dollars.
Posted by: Stephen Denny | 10.19.07
@Stephen: I do remember that campaign, very true indeed.
Another great example of what I'm talking about is the mens' fashion industry. Why are $3,000 suits inevitably shown on 20 year old models. I mean I know guys want to seem younger, but seriously, half of them look like they're wearing their bar mitzvah suit.
But as I said before,I wonder if the media's self-definition of "cool" will change as the Baby Boomer hits senior status.
Posted by: Tangerine Toad | 10.19.07
Yes, it makes no sense for a certain type of hipster deciding what is cool for everyone. Especially, as you suggest TToad, as the baby boomers have a lot of buying power.
I am younger than the baby boom generation, however, I have never quite understood why the ideal market is considered the young and hip?
You would think that a demographic that is large and has some extra cash would be ideal.
Posted by: Neil Anuskiewicz | 10.19.07
TToad, why hasn't the media's self definition of cool *already* changed?
I guess I am completely mystified by this.
Posted by: Neil Anuskiewicz | 10.19.07
Yes Kredyt- by all means, pleas do.
Posted by: Alan Wolk | 07.30.08