It seems to be a trend right now to have commercials which are talking about a certain ideal idea or a moral instead of the actual product. Marketers want to advertise an image of a product or an image that the product supports, instead of the actual product itself. Watching this commercial of I did not learn anything about what android does or why I should by it, but I learned a lot about how I should be around other people.
The message is, being together supporting each other will help us to be different. And that is exactly what the creative class is all about. They all want to be individuals but end up doing the same. That´s how the iPhone got so popular. Everybody feels modern and hip by having one, but in the end it´s actually all the other people who are special, because they do not own one. Android wants to use that to advertise for phones with their software.
In the end I like the commercial, not because it´s clearly a commercial for a product, but for exactly the opposite. This commercial has a message right in the beginning for kids to learn and to adopt. Inviting over the new kid is a cool move! Being different is not a bad thing, but is something we should encourage and be proud of. Be together. even though you are not the same.
I honestly really did love this commercial as well, it really fit's today's contradictory aspects together nicely while still promoting some great ideals. However it's marketing like this that may in fact be the most dangerous. Now they are not so apparent, now they are hooking us on the values we align ourselves with. As if buying a phone from a company that supports the same ideal's as we do really makes us a better person or supports those ideals better some how. But that doesn't necessarily follow, if we really wanted to display our ideals to the world we could do so in actively participating in organizations rather than buying something. But they will never say that piece.
ReplyDeleteAnother thing in general that I had issue with, is what kind of world do we live in that lets a company dictate how the world should be, or what we should believe anyways. I'm almost positive that over 50 years ago this type of commercial would be absolutely absurd, but now it's almost common place.