Remember during our childhood, when catchy jingles dominated the airwaves? We were encouraged by AT&T to "reach out and touch someone" while San Giorgio boasted that "New York loves San Giorgio/great spaghetti in a great spaghetti town."
Advertising back then just seemed so much catchier. Commercials were nostalgic; jingles stuck in your head for days. Brands truly had a distinctive feel.
These days - much like feature films - everything is about glitz and special effects. Ads are noticeably shorter to keep up with shrinking attention spans. While some commercials get an occasional chuckle out of me, I find myself fast forwarding through most of them. Most ads just aren't memorable anymore, unless there's a big-name celebrity endorsing a product or if the spots air during the Super Bowl.
So what's my point, you may ask? Advertising needs to come up with new gimmicks, more creativity if it wants to sell products.
Companies should take a cue from Old Spice who relied on the power of the internet and viral marketing. Their spokesman - Isaiah Mustafa - became a national sensation in the US last year.
Maybe it's because it's 10 degrees in New York right now and I've been cooped up inside watching one too many crappy commercials these past couple of days, that I've decided to comment on the state of advertising. Or perhaps it's because I'm procrastinating and avoiding the remaining mound of work that lies before me. Nevertheless, I think external advertising needs to step it up a bit these days. After witnessing (and judging) some of the excellent internal videos and campaigns that companies are producing, let's hope their original sources of inspiration get better themselves.