🚨 Trying something new alert 🚨 I've been thinking a lot about how many modern ads rely on vibes more than what we might traditionally call ideas. So I'm going to investigate this phenomenon more deeply in a weekly substack called Vibevertising. Yes I do believe that is a new word 😂 Issue one has a bit of background on what I mean by ideas and vibes, looks at some of the recent ads that deal heavily in vibes with a closer look at the recent BA campaigns. I know, just in time in for Cannes. I'd love it if you would have a read and even more if you subscribe. I'd love to start a small, but meaningful community, where we can chat about modern creativity and culture and......vibes. Read Vibevertising here. https://lnkd.in/eX9aqJbv
Joost V.
1mo
Interesting insight. I wonder if the same is true of other forms of creativity. Like comedy. And is it new? I mean, Cadbury’s gorilla ad…
Gavin May
1mo
Hi James - it's been a while. Totally agree with this theory. In fact, I would say the way we process and choose brands is primarily based on its vibe, more than its positioning/purpose etc. This presentation I gave on the topic might be a a useful contribution to the discussion. https://www.linkedin.com/posts/gavin-may-24172a3_the-unloved-child-of-modern-brand-building-activity-7067517668718694400-QDmN?utm_source=share&utm_medium=member_desktop
Darren McKay
1mo
Perhaps there is nothing competitive to tell people about British Airlines anymore? But I do think a little more effort gets you past this 'Vibevertising" (like the phrase, James) and ubiquitous, perhaps lazy insights. Here is one of my favourite ads for American Airlines. Great insight, great execution. Great effort. And ownership. https://www.youtube.com/watch?v=Kao5YQeohyQ
Noah Brier
1mo
This was great.
Alastair Green
1mo
I’ve been thinking about this for a few years too. It’s the old play of conceptual and executional tensions and needing them to be aligned to make something truly great
I’ve been exploring this deeply here at meta. Moods and vibes can be way more effective than linear narrative. Semiotics can be more powerful than stories.
Jonathan Trimble
1mo
Brother - the whole thing is run on vibes, not least that small thing called the NYSE - but if your focus is advertising do check out the work of Paul Feldwick, he’s observed this point since the invention of advertising and PR - I think it’s really helpful for everyone to be aware of - nice work!
ECD | Creative Director | Copywriter | Brand Strategy - Concepts, Big Ideas, Brand Positioning, Voice, Playbooks, Guidelines
1moInteresting. I usually love Uncommon’s work - but did not rate the BA ad - just made me think of their website half loading :) Do ads work without some drama - a tension, some scale, awe, usefulness, charm, entertainment? Don’t know what qualities the above ad had, that people seemed to like?