I found this amazing video of a guy biking through the song Prisoner of Society on Guitar Hero World Tour. (If that made no sense to you, then you need to take 3 and a half minutes and watch this video.)
For more on the video, you can read this guy's comment. As many of the nearly 1 million viewers noted, this video is good… a little TOO Good. Many YouTubers were immediately suspicious. Well, I first learned about the ad from Creativity.com, who was praising the work of Droga5, the agency that created it. So, yes, it was created by professional Ad Men. No, it was not shot by a group of GHWT loving kids in Indiana with a lot of free time on their hands, as we were deliberately meant to believe… but is that dishonest?
Another example is the band Boyce Avenue. The story is cliché and inspiring-- three brothers in Florida start recording cover songs on YouTube, quickly gather 3 million views and 1 million fans, then start recording their own stuff and now they are releasing multiple platinum-selling albums and going on a national tour. I saw the video. These guys are good… a little TOO Good. You be the judge.
The inventor of Murketing, Rob Walker points out that today’s consumers assert they are not influenced by the messaging of “the Man’s” corporate broadcast media nor the silver-coated brand imaging of Mad. Ave’s Ad Wizards. But all our consumer data reports that we are buying MORE than ever before and our purchasing is (even more) based on Branding and Perceived Value.
So, in conclusion, today’s consumers want to buy, they just don’t want to be sold to.
What this leaves us is companies manufacturing “Homemade” advertising. Professional advertisers and marketers are now turning their talents to making messaging that looks like it came from amateurs. That it was made by your peers. I add my own word to the marketing lexicon-
Promateurs. noun. def. - The ad agency that made Bike Hero, the recording label that created Boyce Avenue, the makers of LonelyGirl15, and others. Antonym – Amfessionals. def. – The makers of the Doritos Super Bowl commercials.