The new ad campaign by Lynx (Axe – outside Australia) really cracks me up. I like ads that are a bit ‘out there’ and different to catch my attention. The problem faced by advertisers and marketers mimic the issue that I have with my stakeholders at the company. I have to be able to grab the attention of the Executives and Senior Management to at least hear me out for 10-20 minutes. As recent as last year, they were patient enough and attentive enough to be in 40-minute presentations that were delivered by the research agency. Now, they want snappier, punchier versions. So, I suppose I have a similar issue that marketers face with the shortening level of consumers’ attention. Seth Godin, a marketing guru from the US said:
Marketing is a contest for people’s attention. Thirty years ago, people gave you their attention if you simply asked for it. You’d interrupt their TV program, and they’d listen to what you had to say. You’d put a billboard on the highway, and they’d look at it. That’s not true anymore. This year, the average consumer will see or hear 1 million marketing messages – that’s almost 3,000 per day. No human being can pay attention to 3,000 messages every day.
(You can subscribe to his blog by clicking here). I heard this quote for the very first time in a Marketing Week session that I attended this afternoon. How true!
Anyway, back to the Bom Chicka Wah Wah ad — here are two of the ad variations currently playing on Australian TV. 😆