Remember the College 101 classes on persuasion, propaganda, and politics? It seems no matter what labels the professors place on advertising, the influence of strategic thinking, awesome creative execution and smart, selective placement still grabs the attention of our publics. Take for example a recent TV campaign for the new KIA Sorento. Sock monkey? Are you kidding? I got a present last night. My friend scoured the internet and local stores to find me the perfect sock monkey for the backseat of my new Sorento. He’s been a hit on my Facebook page. Guess what has been a top ten Yahoo search for the past couple of weeks? Sock monkeys. That’s one of those I-wish-we-had-dreamed-that-one-up campaigns.
That’s the good. Here’s where the trouble starts. Everyone wants to control your message: the government, your attorneys, the sales team, the owner’s wife. You have to do your homework on regulations and what’s acceptable by your audiences. You need sound reasoning for an execution because you will have to sell it in. Test it. I bet KIA tested the heck out of sock monkeys.
The regulations are another matter. DISCUS regulates alcohol advertising. That’s a good thing. It forces us to get creative with our strategies. Makes certain an adult audience is watching. The new FDA regulations are trying to kill tobacco promotions. I am guessing you will see some powerful strategic thinking and creative approaches in place by June 22 when the rules change. The tobacco industry is resilient.
I know what you are thinking. Maybe no one should be allowed to promote some products like alcohol and tobacco. It’s the power of persuasion. Fear that advertising can change the world. Who decides what should be promoted and what shouldn’t? Who decides what the market can understand or handle? Gosh, I feel empowered all of a sudden.
Kidding aside, I believe advertising can persuade, but it is persuasion to make a choice, not to become some bad egg over a :30 TV spot or subliminal message buried in the ice cubes of a product shot.
So, tell me. Did you know the sock monkey commercials were for the KIA Sorento? Maybe you will be moved to buy an SUV, just not necessarily a KIA SUV. I hope not. I love mine. Get the V-6 with the panoramic roof. It’s the one in the sock monkey’s dreams.
