The break-up

June 18, 2007 at 6:02 pm 1 comment

Microsoft makes its case Digital Media (now that they aquired Aquantive, they can…)

The commercial shows 2 people breaking up (one is the advertiser, one the consumer), this video goes into the difficulties of traditional advertising in the light of today’s empowered consumer. I love how she (the consumer) extolls on the negative virtues of her soon to be ex-boy friend, the advertiser: “don’t speak so loud” (oversaturation of ad messaging) and “we don’t even hang out in the same places anymore” (lack of context-sensitivity) and “i don’t care if you’re funny, i’ve changed” (lack of relevance). But the best thing is how he says “What do you mean I don’t know you … I do KNOW you. You are 28-35 years old…”, basically admitting the crazyness of segmenting consumers in abstract classifications on which to draw product and communication strategies from. This is not just a reminder to advertising agencies, but also to clients who still base their marketing communication plans in anachronistic market research methodologies.

Enough said. Just watch it.


Entry filed under: advertising, business, companies, Consumer, effectiveness, Market, marketers, Marketing, media, video.

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1 Comment Add your own

  • 1. JayD  |  June 18, 2007 at 9:00 pm

    I love that commercial. too true for words.

    Unfortunately, I don’t think that Microsoft will have it figured out any sooner than anyone else. They don’t have a culture of listening to the consumer – Re: their DRM fights. I think they run the risk of trying to use a software solution to a marketing mindset problem. Time will tell.

    Blog on.



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