Show of hands—who thinks it’s really necessary to segregate ads like this?
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3 comments:
Why bother? The message hasn't changed to reflect a nuance or insight different from that of the general market. The simple inclusion of the 'hand alone' does not otherwise make this a 'targeted' ad.
Verizon has something called the "demand team" structure where McCann (general market lead agency) has the demand idea and strategy and creative concept and all the sister agencies just execute. Multicultural agencies just make it black or latin. It is HIGHTLY offensive. You just change the headline (and the client says "yeah but what is BLACK about it") and what is on the screen (Tyler Perry, Akon). Back in the day multicultural did their own campaigns on wireless and telecomm and rocked the IAG scores. Then someone at Verizon got the bright idea of "synergy" and "effieciency" (shoots etc). There is not an iota of insight in anything but they try and explain it is there. Yeah in a Black hand...
Is this an example of their motto "expect the unexpected"?
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