Should advertising be entertaining? Can it be entertainment? These seem like ridiculous questions, but according to Adweek “there is a growing focus on delivering entertainment and less around purpose, as CMOs return to the underlying focus of being able to sell….advertising is now competing for attention against streamers and tech platforms, where creators are developing content that diverts attention away from brand messaging.”
Good advertising is entertaining. See the three videos linked below. Two are long-form documentaries (+20 minutes) produced by brands for the purpose of entertaining. One is just a great vibe that gives a brief but welcome moment of joy. These brands are not producing this content to sell a product directly, but to build awareness for their own brands, to share their values through storytelling (they care about the natural world and the people who are passionate about it, etc.). Now that we’re coming out of an epoch where advertising seemed like it had to be linked to measurable conversions, clicks, and acquisitions, it’s refreshing to see that some good old-fashioned storytelling for the purpose of entertainment and brand-building is back.
I welcome it.
Watching this Week
My home turf. I’m in Prospect Park every day and it’s such a New York gem. Here’s a real nice look at this important spot and the characters who care so much about. Plus, Steve Buscemi.
Surfing is so much more than sport. It’s cliche but true. Here’s a look at an amazing woman who charges and the story of how surfing and family are so intertwined through good times and bad.
Just a great vibe from the good people at Island Creed Oysters which is doing a lot lately around content and branding that feels new, interesting and totally fun.
Do you want to elevate your brand’s creative strategy? Do you need help thinking through content or distribution?
Let’s make it happen.
Reading this Week
The Creative Act: A Way of Being. It’s everywhere. It’s so good. I’ve been dipping in and sipping this new creativity bible by Rick Rubin a page or two at a time. It’s the literary version of transcendental meditation and a welcome change in my reading routine.
Photo Project of the Week
I don’t think this is a new project, but I love these portraits of fans at concerts dressed like the performers.
Listening to this Week
Summer isn’t over yet. Hat tip to DG for this one.