Just Works





My Love/Hate relationship with advertising

Category : creative commentary, just saying · by Mar 14th, 2014

Wren's First KissFool me once, shame on me.  Fool me twice… you must be a marketer.

Yes, I know.  I’m a “marketer”.  Yet, I can’t help feeling a bit betrayed every time I find out I’ve been advertised to without my knowledge.  This time it came in the form of a video titled “First Kiss” which captures first kisses between 10 pairs of strangers.  I typically have my “ad radar” on all the time, and to be honest, I devour great advertising tactics like ice cream cake on my birthday, but this one flew completely undetected.  In fact, it was until today (two days after I first saw the video) did I learn that it was created to promote the clothing company Wren.

Suddenly, the cute, artsy short film just turned into a “Gap” ad.

As a marketer, I’m constantly thinking of ideas for my clients to help them promote their business without looking like they’re promoting their business.  I cheered when I found out about Jimmy Kimble’s antics in tricking the internet.  So why do I feel the fool?  Wait, is this what other consumers feel like?

Transparency upfront is the key

Wren’s defense is that it was never trying to be deceptive, and that’s probably true.  However, it still came off that way and that’s where it matters.  You don’t need to splash your logo across the entire message, but do make it clear where the content (whether it is a video, image, article or whatever) is originating from.  Don’t be cryptic.

People do love companies (who else can make me as happy as a Dunkin’s coffee and donut?) and we do love advertising (Van Damme has made me reconsider my Volvo stance).  Like all good relationships, we like to know where you’re coming from (even you Mr. Corporation).  So next time, tell me–tell me where this is coming from.  And I promise not to hate you.

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