Post from: MAPpingCompanySuccess
Just as a company’s culture reflects its values, its advertising typically reflects its culture.
Most ads are relatively generic, cars, food, even drugs; with minor changes to the words or voiceover you can interchange competing products almost unnoticeably.
Most companies prefer to play it safe, whether in advertising or culture, sticking with the idea that “if it works for them it will work for us.” Call it the no/low risk approach.
Back when Apple’s culture was cutting-edge, so were its ads—remember the ad introducing the Mac? It was shown only once during the 1984 Super Bowl, but is remembered 30 years later.
A far cry from the safe, generic iPhone ads of today, which are quickly forgotten.
According to a new ad from Guinness, “The choices we make reveal the true nature of our character.”
A great mantra and absolutely true—for individuals and corporations.
Guinness’ new ad chose to go against every cultural norm found in beer advertising.
Did it work?