Since the start of social media promotions, topical advertising has been the way to go. Everyone has taken this route, some can sustain it over a long period while other decide to abandon it abruptly. Topical themes are funny, entertaining, impactful and relevant but it dampens the big picture because literally everyone seems to be doing the same thing.
The law of diminishing marginal utility kicks in here are you're not impressed with the visuals you see, albeit each brand has worked equally hard on conceptualizing and creating their work.
What happened to outright crazy advertising?
Brands today have the freedom to bring to life any campaign they can dream. From the plethora of available resources, man power, creative inspirations and ability to amplify, the impact can be unimaginable. Yet, brands choose to follow a routine of bland ideas that create nothing more than lukewarm appeal and minimum recall.
Mercedes SLS ad vs Mercedes Cucumber Ad:
Remember when Mercedes Benz made an absolutely outrageous ad with the SLS gulwing doing a running 360 inside a tunnel. Almost every car enthusiast will remember this ad. Then you look at this image with slice of a cucumber which was connected to a spa and the 'S' in the S-class. This ad has to have a copy and multiple online articles to support the idea and justify what is really going on.
