Technology is opening up opportunities all around us, all the time.
it is possible to see these changes as doors closing (ask the music and print industries), but do not be fooled: doors are only opening.
Could an American been convinced in 1995 that Blockbuster would be challenged as the movie rental king, falling from the top of it’s market, to hardly relevant, to bankruptcy in the next 10-13 years?
It is amazing to think that not too long ago Netflix was it. Netflix was the top of the movie rental pyramid very recently – renting movies had been revolutionized, thanks to technology, Marc Randolph and Reed Hastings.
Mobile computing devices quickly made the web technology that made Netflix less relevant, and out of nowhere came Redbox.
It is difficult for most people to imagine what will come along next to dethrone Netflix and Redbox. It might be 15 years, or it might be 15 minutes.
The key is to understand new technologies and where they are going. Otherwise new ideas become another person’s catapult and all of the marketing dollars in your war chest cannot keep you from joining Blockbuster on the island of forgotten toys.
the art of the dart
I have seen three very good car commercials recently, both from Dodge for the same car: The illustrious Dart. (I will post about the third one later this week.)
These two advertisements are awesomely irreverent, fun, goofy, and fast-paced. Best of all though, they are catchy.
How To Change Cars Forever:
I cannot stress the importance of being catchy in this day and age enough. Perhaps catchy is not the right word anymore. I have heard people use “Stickiness” and others. I have yet to find the word, but how ever you want to put it, your marketing needs to have staying power in the mind of your audience.
In music, they call them ear worms. You know, those songs that get stuck in your head for days. Those tunes that are sitting in your brain when you wake up, and when you are trying to fall asleep. For me, part of the success of these new (fabulous) Dart commercials is their brain worminess.
How To Make The Most Hi-Tech Car
They are not the funniest or most clever commercials. But they are so fast-paced, clean, and smile-inducingly familiar that I cannot help but think about them long after I have seen them. The music is perfectly matched to the vibe of the ads. The first commercial, How To Change Cars Forever, is crafty, artful, brash, and more clever every time you watch it.
I cannot say whether or not the Dodge Dart will change cars forever, but their ads just may change car ads in the near future.
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Posted by Jeff Osborn on September 24, 2012
http://dontadvertisetome.com/2012/09/24/the-art-of-the-dart/