21 February 2018

Women

Let me get this out of the way…

I love older women:

Going Nutty Over Older Women’s Bodies (Huffpost)
… With younger bodies ... they’re the same from top to bottom. Same shape, same skin, same rubbery feel. Nothing much there. Unfinished, incomplete. Like they were just hatched from pods - smooth and slippery, no essence yet. And only a few curves and barely any crannies. Bland and simple. Uninteresting.
Older bodies are complex, real.

Ten, twelve years ago there were older women. Now there are older women younger than I am. Weird. It’s some strange time/space warp I’m living in.

One of the first advertisements targeting this demo featured in a 2005 blog post by Brent Green:

A Heroine for Our Time 
Carol_fidelity_1_1… Fidelity Investments recently unveiled a 30-second television commercial that presents the biography of a Boomer woman. In this frenetic, flowing montage, augmented by rapid cuts of iconographic images such as the "peace sign," Fidelity has effectively captured powerful elements of the Boomer zeitgeist.

Marketing to these lovelies was written about by Marti Barletta over a decade ago, wisely updated years later:

16 April 2014
Marketing to PrimeTime Women
… Great move by my publishers – releasing an updated paperback edition of Marti Barletta’s Marketing to PrimeTime Women

And there was BOOM: Marketing to the Ultimate Power Consumer by Mary Brown and Carol Orsborn.

Worthwhile articles by a slew of others followed, including over one hundred posts by yours truly.

Lately, there’s a renewed interest in mature women. In Joseph Coughlin’s The Longevity Economy, a huge section is dedicated their power and influence.

JWT in the UK has put together a fancy-schmancy PDF slide presentation:

The Elastic Generation – Female Edit
Women in their 50s, 60s and early 70s are active, engaged and involved. Pillars of family, community and society, nothing they do is motivated by their age. It’s time for brands to take age out of the equation …

Give JWT a name and email address and you can download it.

I was entertained, enjoyed the over-the-top pics, didn’t enjoy the over-the-top copy (while I love long copy, this was long, long copy).

Click through at a fast pace - and it’s a good show. 

image

05 February 2018

Super Bowl 2018

There are never too many news articles, blog posts, and podcasts about Super Bowl commercials right after the Super Bowl. Except for today. Now there’s one too many.

imageAs everyone will tell you, the Tide (something like Every Super Bowl Ad is a Tide Ad) was clever and I fumbled my dip-dripping Dorrito and the mess spilled all over my sweatshirt while watching it.  And, I imagine, I’ll flash on the commercial the next time I’m stumbling around in the detergent aisle.  What more could an advertiser ask for?

And as everyone will tell you, The MLK/RAM truck spot was tone-deaf embarrassment. Just think: He coulda’ been a crackerjack car salesman instead of wasting his life away in and out of jail and meeting a violent death. Sad.

The bleeping commercial was bleeping too long.

imageAn M&M was funny when it turned into Danny Devito, but after watching him beg to be eaten, then swirling around in a flat vat of chocolate (it looked like a vat of something else), I don’t think I’ll ever put an M&M in my mouth again.

Finally, there was an E-Trade commercial with old people still working when they should be retired.  I think that was the takeaway. The problem was that most of the geezers looked like were having loads and loads of fun and being productive. Of course, having fun and being productive aren’t things we want old people to be doing. 

There’s something unnatural about it.

09 January 2018

2018: The Year of Big

Image result for 1960s color tvThat’s my prediction. Advertisers will finally follow simple common sense, something a certain seer has been urging for years:

ball18 April 2011
The Flat-Screen Rectangle of Common Sense

Good piece by Steve Weaver of ThinkTV Australia:

Size does matter: how ad size and screen coverage affect audience attention
steveweaver… In real life, TV commands 58% active viewing, compared to only 31% for YouTube and just 4% for Facebook … TV’s relaxed, ‘lean-back’ viewing environment is not to be confused with passive ad attention …

An ad on Facebook averages 10% screen coverage. An ad on YouTube averages 30% screen coverage and on TV – where the ad plays full screen with no scrolling and no clutter – screen coverage for ads is 100%.
So, in simple terms, size matters.

Now factor in the size of smartphones vs. the size of televisions. An advertisement you hold in your hand is about as big as a large piece of confetti. And I’ve noticed that often they scurry around like tiny bedbugs. Sometimes I try to squash them.

NostraChuckus’ thoughts through the years:

May 2010:
imageForetellings
… That silly retronym “traditional advertising” will remain the premiere force for introducing people to a product or service, along with sustaining its shelf life. Television, radio, and billboard ads will continue to have the visceral power they’ve always had – if only for their sheer size, simplicity, and cutting-edge audio/visual qualities ...

06 March 2012
Digital Distractions

Advertisers are getting wise to the drawbacks of marketing in the digital nest…

12 March 2012
Digital Distractions II
There are so many digital distractions that it’s difficult to be distracted…

22 September 2015
Marketing Miscellanea
… Baby boomers also had a highly negative response to mobile ads ... Fewer than 8% said they were likely to purchase a product advertised on their mobile phone … Overall, just 5.2% were interested in receiving ads on their phone at all …

28 November 2017
Smartphone Ads = Silly Graphical Doodads

imageNostraChuckusCrystal Ball of Common Sense is getting hazy now…

19 December 2017

What a year.

Not for advertising but for everything else.

In my corner of the ether, no progress by ad agencies targeting this unwieldy, diverse demographic.  Looking over my posts the last twelve months…

Image result for old new york timesIt’s always a treat to get up, make some coffee, open the newspaper (pixels or pulp) and read nothing new.

The three most popular posts of 2017:

My pick for must-read post of the year:

The Interminable Death of Television
imageNothing I can think of is as lively and chipper as television in its final throes.

If we all began dying as happily, healthily, slowly, and painlessly as TV, we wouldn’t fear the process - but welcome it.

My favorite post of the year:

Something Old, Something Old, Something Borrowed, Something Old
2014-11-14-beany.jpgAlong with Google Glasses, you'll also be wearing Google Nose and Google Mouth.

Back in January if the world is still around.

13 December 2017

We’re always sick.

No matter what the product or service, when Mad Ave tries to ‘reach’ us we’re always sick.  Or something’s horribly wrong. 

Even if they want us to buy a car we have to be sick first:

What happened to this lady? Did she have a heart attack?  The doctor says she has to ‘go slow’…

Well, whatever her affliction is she’ll get better if she buys this car. And exercises. And is looked after by her daughter.

According to most ads selling stuff to Boomers, we have to be sick before we can buy anything. Or, we’re naturally ill all the time and the only reason we’d buy anything is to make us well.

We’d never buy a product just because we might want it. What would be the point of that? When you’re young, you only buy products so you can be hip. When you’re old, you only buy products for medical reasons. 

I googled the car and it’s a pretty good car. But the spot tells me nothing about the car. Of course, why would I want to know anything about the car? All I need to know is that it has healing powers.

And don’t try to sell me a refrigerator unless it can cure me of something.