Timothy Tore Hebb wrote an article in today’s DN Söndag about “…the advertising- and pr-people’s new ways of reaching out”. Even though I like that people write about these things in mainstream media, I really think Timothy should think through this puppy one more time.
The angle of the story is that this type of “new advertising” is about cheating people. In the interview with Nils Enlund for example, Nils claims that we have to become more careful and cynical in our view of media. Why is that Nils? “We have to think about who the information is beneficial for” he continues. Again, why is that? The reason that I ask is that we are heading into a world of volontary media forms now, where nobody is forced to watch or interact with anything. We will pick and choose the bits that we find valuable. And if we do, why would we want to be careful and cynical? It’s real value, isn’t it?
In my mind, this mindset is a product of viewing the new landscape with the old goggles. In the new landscape we don’t separate value from sales pitch like we did in the old days. We view the entire brand as a personality which can now be entertaining, useful, or valuable in some other way, while also providing excellent shampoo or whatever the brand happens to sell. It’s all part of the brand persona, and if we like the persona, why be cynical? It’s a matter of give and take. The brand gives us real value and we might start considering a relationship with the brand. You can think of it like flirting. But just like with flirting, it has to be a quality flirt. Not a cheesy pick up line. Sandra Beijer, a brilliant copywriter who is also interviewed in the article has obviously realized this when she points out the importance of high quality execution.
The key here is honesty. But don’t confuse honesty with lacking humor, mystery, or playfulness. Because then you’re just boring.
And by the way Timothy, if you want to talk about “new advertising” you might want to reconsider your use of an example from April 2006.