August 2, 2021
PARALLEL BARS: You freakin need Invisalign.
UNEVEN BARS: Story of my life.
HIGH BAR: I like the laughing gas.
If your media buy strategy is the same today as it was even 10 years ago, you’re falling off the balance beam. 2021 and 2015 are as different as the gymnastics vault and the pole vault. Unparalleled clutter created by how humans consume media + all time high ad-cynicism towards ad inundation have made 80% of dayparts, stations and platforms suck a pommel horse. So, when you DO ACTUALLY FIND A MOMENT where any sized audience is truly leaning in and being intimate with the moment (i.e. 8p – 11p in our family’s house these last two weeks), take Eminem’s advice and seize the moment.
I’ve seen more local television commercials while consuming these Olympics than I have in the last 4 years — and it pains my heart to watch the tens of thousands of $$$s being lit on fire. They’ve executed a great buy strategy (see above) but must have hired my great Aunt Phyllis to creative direct their message. “Sorry Aunt Phyllis. I’m assuming your big bridge tourney kept you from doing your best stuff on the ads.”
It’s not 1985, friends. STOP. MAKING. ADS.
The Olympics are NOT about sports. They’re about sharing stories (happy, sad, inspiring and thoughtful) that we relate to and feel great about. Stories that make us want to lean in and bond with — and subsequently — not forget. Why are we not doing the same in our ads?
STOP MAKING ADS – and just have a freakin real, human moment with me. The Olympics sure have in our home.
Craig Bennington, Founder & Creative Director
Let’s get coffee. Or skinny latte’s. Or fries. We don’t judge.Hello@P48marketing.com
Should we have a form here? We saved our developer like 5 hours with this button (see how efficient we are?) So just send us a short message and we’ll happily yell back.