Ginger Pigs, Talking Dogs and Blue Sky Thinking
I had a tenuous analogy set up and ready to go – The Avengers.
The point I was going to make was that brands are like Super Heroes. They have super powers that can be used for good or evil, but as the recent Avengers movie demonstrated, they are more powerful when they work together. (I did say the analogy was tenious.)
I was going to write about the fact that we’ve seen examples of brands working together in digital, such as the Magnum Pleasure Hunt, but this rarely happens with any sophistication on TV.
I had the counter argument lined up too. This posits that the constraints of the TV ad format make it necessary to refine ideas to a single proposition. Indeed, the art of planning is to arrive at a singular idea or thought that can be expressed brilliantly. According to this school of thought, adding other brands muddies the waters and sends mixed messages, or worse still, creates double-headed propositions.
However, I was going to conclude that in this post-modern, remix culture of mash-ups, multi-tasking and second-screen viewing, audiences are now sophisticated enough to be able to handle multiple brands occupying the same space.
I was almost ready to commit my little rant to the mercies of the internet when unbeknownst to me, an ad was created in the very building I work in that deftly demonstrates the point I was about make.
Unsurprisingly it works, despite featuring three very different brands.
I hate it when that happens.