What was up with the ads that debuted during the Superbowl? As I think back to them, and of course, working so closely with an advertising agency, talk about them in their aftermath, I’m left with a singular vision. Loud, beat driven music, with in-your face graphics… and everyone in the commercial being brought together for the final shot dancing, or head banging, in unison.
Do companies really believe that we’re all struggling to be the same? The work we’ve done over the past year with Context shows that to the contrary, consumers are all struggling to be different within the onslaught of the same. Yes, most Moms, for example, are struggling with the question of how to make a nutritious dinner for their families in a short amount of time - and one that they’ll eat. But just like each child in the family has his and her own dislikes that they bring to the table every night, each Mom has her own unique take on the struggle.
One company that we worked with during 2007 had the courage to go beyond the ever constant drive to segment. They looked at the market outside of their segmentation. They struggled to understand how people were changing and ultimately how in fact they were all quite different.
We hope more will follow in 2008.
February 6th, 2008 - Posted in Anthropology, Behavior, Ethnography, Habits | |
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[…] Tracy Johnson wrote an interesting post today on Superbowl Advertising: Are we really all the same?Here’s a quick excerptWhat was up with the ads that debuted during the Superbowl? As I think back to them, and of course, working so closely with an advertising agency, talk about them in their aftermath, I’m left with a singular vision. … […]
[…] were all struggling to be the same? The work weve done over the past year with Conte source: Superbowl Advertising: Are we really all the same?, Context Research Blog […]
[…] Advertising: Are we really all the same? admin wrote an interesting post today onHere’s a quick excerptWhat was up with the ads that debuted […]
Yes, but generalizations are convenient, no? And to some degree, we do share similarities with others. Would love to hear more about your brave client and how exactly they broke away. Don’t we all wish for clients like those…
I think that to receive the home loans from banks you should have a firm reason. However, once I have got a short term loan, because I was willing to buy a car.