13
Aug 12
The Speed of Advertising
Well folks it’s all over now.
Yes, the Olympics are done but one the thing has stuck with me is the speed at which advertising was created during the games. It’s almost as if marketers took a page out of Usain Bolt’s playbook.
There are a couple of examples that I can draw from and I think the most significant ones were done by AT&T and Visa. In both cases the brands used action from the sports to complete the story. For example, AT&T uses a clip of Ryan Lochte finishing a race and then the female actor goes to the fridge and posts a new goal to beat Ryan’s time.
What is important here is the speed at which the creative is put together and how it also pulls people into the ad. Will we see more of this type of advertising? I expect we will. The question is will advertising become ‘live’? (yes, I know we have direct response, but I’m thinking something grander).
Let your imagination run wild as your possibilities are almost endless.
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