Robert's PlayGround: 1.2 million people can't be wrong

January 13, 2007

1.2 million people can't be wrong

Last week no less than 1.2 million Dutch people have been watching the broadcast of the 2006 Gouden Loeki, the Dutch audience award for TV advertising. I'm not much of a fan of statistics and figures for the sake of figures, but 1.2 million is an awfull lot on a total population of let's say 10 million adults. These people were watching commercials for over an hour... They did not go and get coffee. They did not leave for taking a leak. They did not zap away. They deliberately tuned in to a programme that was all about and celebrating TV commercials. Is advertising really dead? I don't think so. Yes, crap advertising lies six feet under and old school advertising is its neighbour. But well crafted great ads can still steal the hearts of the audience. (No, the length of my nose remains unchanged...)

Posted at 00:59 in Advertising, Creativity, Television | Permalink

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Comments

Robert, commercials as content in a tv-programme has earlier proven to be good content. Shows on/about commercials are mainly fun to watch. Because you CHOOSE to watch! Normally however, TVC's are interruptions of the things people CHOOSE to watch. So, the only thing this proves is that the same content can in fact be experienced differently (due to context). And: advertising dead? You silly doubter!

Posted by: Wim Andrea | January 24, 2007 at 22:47

I think that your comment is just what needs to be added to my post. Especially in these days. I couldn't agree more. Although the point I wanted to make here is that not only overload and the increasing ability to escape has lead to people running away from intrusive ads. I think that the rubish nature of most ads have speed-up that process. To put it bluntly: there is good and bad advertising. And you are right: the choice you make as to how and when you present your story is of crucial importance.

Posted by: Robert | January 26, 2007 at 09:41

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Library

Dan Roam: The Back of the Napkin: Solving Problems and Selling Ideas with Pictures
Drawing pictures is an amazing strong help if you try so crack something. Even if drawing and doodling is a familiar thing to you, this book can help you to refine the art of visual thinking. Where was this book when I needed it? (****)
Alexander Osterwalder: Business Model Generation: A Handbook for Visionaries, Game Changers, and Challengers
By far the most insightful, practical, fun to read and relevant business book I've read over a long period of time. The tools in this book have gone straight into my daily toolkit. There's a Dutch edition too. (*****)
Bertrand Cesvet: Conversational Capital: How to Create Stuff People Love to Talk About
(**)
Chip Heath: Made to Stick: Why Some Ideas Survive and Others Die
I found this one of the better books on the hot topics of storytelling and engagement. Where many authors present a couple of far fetched characteristics, the Heath brothers come up with insightful observations on what makes a remarkable story. (****)
Robert B. Cialdini: Influence: Science and Practice (4th Edition)
A quite practical guide to persuasion based on scientific insight. (***)
Alastair Crompton: Craft of Copywriting
This referencebook is as much about the craft of advertising as it is about copywriting. Although is was first published in 1979, it contains many truths still valid today. Reading a book like this helps shifting hype and Zeitgeist from intrinsic laws. My copy came from an anonymous technical college library and it was never opened. I'm glad that I did. (***)
Bob Gill: LogoMania
I quite liked this booklet. In a witty, direct style it provides some insight into the art of design concepts. Interesting to anyone with a broad interest in communication arts. Gill demonstrates some fresh thinking. (***)
Malcolm Gladwell: Blink: The Power of Thinking Without Thinking
After the Tipping Point, this book is quite disappointing. The idea of Blink moments is interesting. But Gladwell doesn't make as strong a point as with the Tipping Point. His examples demonstrate both the accuracy as well as great failure of people to judge correctly in a blink. (**)
Seth Godin: Purple Cow
Triggered by All Marketers are liars, I expected a lot from this book. I found it a bit disappointing. After classics such as Eating the Big Fish, Blue Ocean Strategy and Disruption, Godin fails to add something significant. All American brand examples don't make it better for a European reader. (*)
Martin Lindstrom: Brand Sense
Maybe I expected too much of this book. I think there's more to sensory branding. Yet it contains a couple of comprehensive tools and pointers. (**)
Cooper: How to Plan Advertising
Although this book was written in the late eighties, most of its contents still hold true. A valuable source book for those who take strategic planning seriously. (****)
Robert Greene: Concise Art of Seduction
Recent brain research leads us back to the belief that seduction is stronger than argument. This booklet offers an inspiring overview of types of seducers and ways of secuction to get your thinking started. (**)
Crispin Porter + Bogusky: Hoopla
An entertaining book about an entertaining agency that turned branded entertainment into an art. I much admire these guys for their contribution to the (r)evolution in advertising. (***)
Sandy Thompson: One in a Billion: Xploring the New World of China
The true story of the unexpected pride and drive of the Chinese people, disclosed through a form of participating research called Xploring. (***)
Pim van den Berg: Ondernemen is een Straatfeest
Inspiring book by a Dutch guy who invented 'street-o-logy'. Or: the fine art of observation and surprise. (***)
Jon Steel: Perfect Pitch: The Art of Selling Ideas and Winning New Business
Must read for all those who sell ideas. And for agency planners - Perfect Pitch is a fantastic book on strategic planning in disguise. Best consumed in combination with 'Truth, Lies & Advertising'. (*****)
Tom Himpe: Advertising is dead, long live advertising
A very helpful inventory and analysis of an art that in full organic development: alternative advertising. Must read for any planner and creative. Full of inspiring examples. The only standard work on the subject I've spotted so far. (****)
Russell Ash: Top ten of everything
The ultimate book of lists. I got the 2007 version. Full of conversation pieces. (****)
Paco Underhill: Why We Buy: The Science Of Shopping
As with many true things, it all seems so simple and intuitive. Nevertheless this book is an eye opener. I will never see shops and shoppers the same anymore. (***)
Malcolm Gladwell: The tipping point
Cram full of interesting and fascinating stories. Gladwell doesn't provide instant solutions but very useful food for thought when you try to stimulate or stop things of epidemic proportion. (*****)