I haven’t had my morning coffee yet so I’m still a bit punchie. Last night while relaxing with the Mrs., I saw a commercial on the Idiot Box that got me to wondering, do ad agencies really think we’re this stupid? They must, just look at some of the commercials being aired, and it’s not any one product or market, there is at least one or two ads that run in all product lines that make you scratch your head and wonder, who the hell they are talking to.
I won’t name the company but, you’ll figure it out quickly I’m sure. A girl is standing in the middle of the road, there are hundreds of frogs (toads) all over the road, the girl picks one up and kisses it on the beek and VOILA! The frog (toad) becomes a handsome dude on a horse, he jumps off the horse, looks at the girl, looks at the car, he runs to the car and drives off!
Now, does that ad make you want to run out buy that car? Was the commercial maybe even man bashing a little? I mean really, am I supossed to be so stupid that kind of ad is going to motivate me to buy a car? At the risk of sounding like a sexist, obviously the ad was designed for women, it smacks of all kinds under current issues in my head. This is one of many reasons why I don’t watch TV much, bad programming first and then crappy commercials that companies spend thousands of dollars if not millions, to insult people.
It disgusts me that companies think these ads are clever, hell even the financial world (Wall Street) obviously thinks the general public are the dumbest creatures on the planet! But that’s another story. These ads, most of them, don’t speak to me nor do they reflect that they are trying to solve a problem of some kind, they are trying to be Witty, Smart, Clever and maybe even subliminal. But…..the hell!
Is it me or am I that stupid? There, I’ve opened up the barn door for you to leave a rude comment or two, am I alone….hello?
I worked in Radio & Television for 15 years, I know they think your stupid, I once did too, but times have changed and you & I have the power back in our hands once again. We are the people formerly known as consumers, so ad agencies, creative departments, stop talking to us (me) like I’m stupid!
Do you think Ad Agencies think you are stupid?
Change is hard, for some it’s very uncomfortable, and for the mainstream it’s almost impossible, so it seems. Change is inevitable, it is happening with every minute of the day, how you chose to respond to that change determines it’s value. Like ambiguity, change too must be embraced in order for progress to really take hold. I know you know this, I know you understand it and that’s why this environment welcomes those who truely understand it.
Mainstream media, mainstream big business and the businesses that support them, still don’t see what’s coming and it’s coming quickly. Wall street, the Music Industry, Newspapers, Television Media, are stuck in the mainstream, they don’t know how to make the shift to this new economic model called Open & Free. Amber Naslund ranted about how there is an entitlement to free stuff, I agree with her, I’m all for getting paid and we should be if we are providing something of real value. Unfortunately, the world is filled with many looking for a shortcut, looking for a way to take advantage of others and not pay for what they take. But today, we the people get to decide what is important to us, no longer will we be convinced that products, services and information are important. Unethical Internet Marketers, traditional marketing and subliminal messages raise the BS Meter to new levels and become very suspicious. The pay first and and access second model is breaking down rapidly, no longer to be tolerated, and will all but disappear in the next 3 – 5 years when the rest of the world gets here online. There will be 5 Billion people here in the next 5 years and they won’t pay first, and you won’t be able to make them. They will find ways to get what they want, much like we do today, music, movies and information is being copied at will and that’s what the fight is all about. What you may not see is that the money is moving from the selling of copy, to the selling of experience.
Keeping content, products and services behind walls is a losing model, and is a bad experience, the end of control is shaping up everywhere. With Newspaper’s forcing you to buy access to content, record labels unwilling to move on their position and flexing the control muscle, they are in for a rude awakening. Mainstream Media & Mainstream Business must find ways to make this shift, find ways to monetize around product and service. Rather than fight with everyone and try to maintain the current Copyright Model, try working with the stakeholders and content providers. Create interesting ways to replace the Copyright Gridlock we are in with collective agreements where everyone wins. Much of what we know must be unlearned and new creative ways to allow for everyone to participate in a global economy where the content makers do indeed get paid. The Open & Free Business Model allows for this and also brings a hotbed of creativity that builds trust, relationships and attention.
Silicon Valley has the same issues, it is very much an incubator, it doesn’t really integrate with the rest of the world, they talk a different language, and it feeds on itself and funds itself. Sounds cold and harsh but let’s be honest, they are light years away from most of us but still have to share the same space. We need them to be weird and innovative for the rest of the world, but they also seem disconnected at times, it’s a day time soap at times. It’s like being the Nerd in grade school again, everyone looks at you funny because you talk funny and wear a pocket protector.
Mainstream being stuck in the mainstream has a silver lining, it means we get to be creative and help them get unstuck. Unfortunately, today they are fighting against us and the world, and want to maintain control, it’s a losing battle I’m afraid. They aren’t listening now, but they will, musicians and the like are banding together all over the world as messengers. It might appear mainstream media has the upper hand, but it will be short lived. I try to advocate working together, bring awareness, and help build the future in an Open & Free Business Model, a place where everyone (YOU) wins.
Are you ready? How do you feel about an Open & Free Business Model? Do you think Mainstream is stuck in the Mainstream?