The New advertising

In advertising, the pursuit of the new is as elusive as it is compelling.
'Sometimes it feels like every trick in the book has been done before,' says Y&R Toronto CD Chris McGroarty. Marketers are constantly challenged to find new ways to connect - and recently this has meant breaking down traditional barriers to reach the consumer in a more fluid, authentic way. It's not surprising that the result is often unique, and sometimes a little gonzo.
In the cover story, Kraft pokes fun at the old ad cliché - 'New and improved!' - with breakthrough results, while other brands eschew advertising altogether to meet their audiences in other contexts. What's new, you ask? Read on.

NEW adj 1. not old, recycled, or stolen : unique 2. recently discovered, noticed, or blogged about : hot 3. capable
of capturing attention: breakthrough

In advertising, the pursuit of the new is as elusive as it is compelling.
‘Sometimes it feels like every trick in the book has been done before,’ says Y&R Toronto CD Chris McGroarty. Marketers are constantly challenged to find new ways to connect – and recently this has meant breaking down traditional barriers to reach the consumer in a more fluid, authentic way. It’s not surprising that the result is often unique, and sometimes a little gonzo.
In the cover story, Kraft pokes fun at the old ad cliché – ‘New and improved!’ – with breakthrough results, while other brands eschew advertising altogether to meet their audiences in other contexts. What’s new, you ask? Read on.

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New: Diamonds are a square’s best friend

control vb 1. to influence or direct 2. dominate,
rule n 1. what users want 2. what brands are too often
loath to give

On the web, users rule. Two Canadian auto marketers are embracing this reality and handing their brands over to consumers online – proving Marshall McLuhan’s maxim once again with brave new user interfaces.

Control: Ford gets human

Control: Mini strips down
entertain vb 1. to treat or receive as a guest, rather than as a mere consumer 2. to connect with in an emotional way 3. to hold in mind, to consider

When we think of entertainment, we might think of films, concerts, TV, video games – whatever your pleasure. Try as they might, ads rarely top the list. To compete on more equal ground, some marketers are stepping outside the boundaries of advertising altogether to engage their audiences.

Entertain: Dove’s next act: real women on stage

Entertain: Vancouver Film School channels potential students

Entertain: The Gum Thief steals YouTube video glory

opportunity n 1. the perfect mix of time, place and circumstance 2. a shot at free press, fame and glory – or at least to get a few laughs

Canadian marketers are realizing the power of being in the right place at the right time – a set of conditions that is more often than not dictated by the information-hungry consumer.

Opportunity: Catching the ball and rolling with it

Opportunity: Making fun wherever – and whenever – you can get it

empower vb 1. to give authority to, by providing tools, space, opportunity or simply a friendly ear
2. often results in outcome greater than the sum of its parts

Whether it’s global warming, breast cancer awareness or just plain doing good, marketers are inviting consumers to play an ever larger, deciding role in the cause – and the brand.

Empower: Maxwell House brews some good

Empower: Virgin Mobile Canada rocks, carbon-neutral style

Empower: Schick and Rethink Breast Cancer break taboos

Empower: Schick and Rethink Breast Cancer break taboos

tangible adj 1. something that can be touched, poked, taken home : palpable 2. real, material 3. a token of an experience : souvenir

It’s a tantalizing prospect. For a service provider or media outlet, creating something that the consumer can hold (or even sniff) is a tangible reminder that extends the relationship into new dimensions.

Tangible: 15 Below: Taxi takes up the cause

Tangible: Fairmont tailors an olfactory experience

Tangible: MTV spins ads into toys