Remember Motorola used to be the most boring phone manufacturer, with the dullest looking phones? Since a few recent phones, that seems over now, and here’s an example of what I believe to be the advertising of the future: Tokyoplastic creating a wonderful interactive 3D animated viral for Motorola.

In a world where more and more audiovisually highly advanced, psychologically well constructed commercial messages are being sent to our brains through a growing number of different devices, many people get close to immune to these messages. A few years back, it became very important to have a well designed logo and graphical company style, so people would recognize and remember your company. That still is the case today, and will remain important. However, to get the attention and be heard nowadays, the old bag of commercial indoctrination tricks is growing old. It’s no longer sufficient to just say you’re cool and are selling a really cool product that’s even very good too. You know the ads: people smiling at you frantically, with radiant white teeth, because their lives have just lightened up since the brand-new Turbo 5000+ XYZ vacuum cleaner made the whole family dust-free once more.

Here’s a prediction of mine: the power of the viral video/game is far, far from fully explored. The TV is soon to become obsolete, and the internet is offering us exactly what we want to see on demand, now on a much better quality than standard definition TV can. With the internet becoming more and more important, companies are forced to the really unstable, unpredictable arena of the online world. TV is easy: as a company, you know the amount of viewers you’ll have. Not so on the net. You need a very different approach and mindset there.
In the not-so-far-away future, you will have to offer your potential customers a real experience, something really for free with (close to) no strings attached. As a company you will have to cut the crap, because your audience will know if your ad is made with decent intent or not: yes, you’re trying to sell something so don’t hide that, but no, you’re not taking your potential customers for fools. You just give them something they like WITHOUT trying to squeeze in the absolute maximum, when it comes to the commercial ‘buy it now’ indoctrination. If people associate your brand with something they want to show their friends and family, you’re a winner in the short, as well as the long term.

In this way, companies will have to embrace highly artistic new media makers. The only way to stand out from the crowd is to hire the very best, and to create things of exquisite beauty, that are loved by many and spread automagically, voluntarily. I’m talking about media products that are not neccessarily created by advertising gurus with an artistic twist, but more by artists with a commercial twist, freely doing their own thing in their own style, willing to tie their work to a company’s name and product, for cash and exposure.

So the bottom line is: companies will have to be more daring, more experimental and more expressive to achieve their commercial goals in future, and let go of the psychological trickery, so common in advertising today. Very likely, most companies will not see this light before many success stories of the kind described in this article will hit it big. By then, they’ll create some poor derivatives, surrogates of what was really good and new once, while a new wave of advertising will have begun already. That’s just the way it goes.

Here’s the prime example of ‘experience advertising’: the famous Coca-Cola ‘ad’ by Psyop. This ad has really set a whole new standard for advertising, like Twin Peaks set a new standard for television series and Apple for computers. There’s beautifull things up ahead for all of: as long as we keep on buying 😉