Saturday, November 15, 2014

This is a great "disruptive" print ad.

Disruptive Innovation.

Buzzwords so buzzy, they *vibrate* with intensity.

The Wikipedia entry for "Disruptive Innovation" is well over 4,000 words.

Native Advertising is considered a Disruptive Innovation.

That's rich. And ironic. Because it is designed to not be "disruptive". It is designed to blend in, deceive. And it is not an "innovation". Branded "native" print editorial content has been around for over 100 years.

This ad ran in the November 7th issue of the Guardian (click to enlarge).

(images via Creative Review)

In case you don't understand what you're looking at, that's a double full-page spread ad (you know, the paper kind). How many people—do you think—who saw that headline didn't read the copy? Sorry digital gurus, there are no exact metrics for you to study and put into one of your priceless decks.

But let me give you a ballpark figure: ZERO.

This is a brilliant example of what social media dipshits try—and fail at—every day: newsjacking.

Except, ecotricity (Britain's leading green energy supplier) actual had some pretty big news to report, as I'm sure you're reading about right now.

I see something like this, and I think—momentarily and warily—that just maybe, advertising creativity might survive this stupid generation.

NOTE: you may remember ecotricity's popular video ad from 2012 featuring the collapsing cooling towers, and the follow-up spot, farting gas towers.


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