How do we know where the line is in life? We have generally accepted standards of what is over the line with regards to our actions. We can all agree that some things are just plain over the line, for example: running someone down with your car when you're drunk (looking at you Stallworth), calling the President a terrorist, yelling “bomb!” on a plane, or farting loudly (ok, or even at all) in an elevator. But in advertising we encounter grey areas which deal with much less than life and death.
Let take for example this ad: (watch it then keep reading)
Ok, are you offended? How about after you see this one:
Now are you offended? Did they cross the line or fall so short you’ll never remember that ad again?
These ads are targeted at a specific audience. Your 80 year old granny will undoubtedly not find the Bud Light “in the Can” ad funny or relevant, she may not even understand it. But they aren’t trying to get her to buy Bud Light. We hammer this point a lot here but only because it is so important. Focus on your audience and stop worry about being all things to all people. When you know your audience, you’ll know where the line is as well. We focus on two ideals here – memorable and relevant. Memorable is great but if it doesn’t drive the desired activity, then it’s wasted. Relevant to the business goal is important but it won’t matter if your marketing can’t capture mindshare.
Does the first ad make you want to post it to Facebook and tell your friends about it? Absolutely. The second? I’m betting you could care less about the techno-bubbly shenanigans of the roller disco hippies. Even if you found it visually pleasing you probably won’t think about it again, and you surely won’t hear Paul Oakenfold and Shifty singing Starry Eyed Surprise in your head when you see a Diet Coke next. But will you make a joke about getting it in the can next time someone hands you a Bud Light in a can. Yes, you will.
Once you understand who your audience is, you can see where the line falls. And you can run right up to the edge. Because the further away from the line you are, the marketing is less memorable, and the more irrelevant it becomes.
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