 | Lolcats. The pinnacle of mindless entertainment |
The term ‘mindless advertising’ or ‘just pure entertainment campaigns’ are something that the conscious advertising mind rejects. Mainly because there is a risk that clients may see the agencies as megalomaniacs, who on the client’s money wants to do ‘stuff’ that makes them look good in the ad circles or award shows.
But is it true that mindless entertainment can be a differentiator in advertising? Maybe yes.
Firstly, we need to understand the beauty in mindlessness. The human mind is constantly looking for meaning. So to get mindlessness in life is as tough as Israel and Palestine co-existing. Forget advertising, where we believe over analysis means we have done our jobs. It is an interesting fact that spirituality actually turns you towards ‘mindlessness’. And according to many spiritual scriptures mindlessness leads to bliss. Very much like entertainment. Here come the endorphins.
This only means that ‘mindless entertainment’ has the potential to be a hybrid called ‘Spiritual advertising’. An extremely strong connection can be created if we follow this. The base premise is that as a brand you have to be totally selfless and free. This kind of advertising, that is mindless, helps people interpret the perception they want to derive from the message. Here are examples, hugely successful mindless entertainment that clicked
Example 1: A hugely popular television series about nothing
| Seinfeld |
http://www.youtube.com/watch?v=hllDWSbuDsQ&feature=related
| Seinfeld |
http://www.youtube.com/watch?v=WsKNvGeNKyE&feature=related
Example 2: Anyone could say this, from a serial killer to Obama. A shoe company happens to say it. And different people perceive this message differently. A prostitute would see this very differently from a priest.
http://www.youtube.com/watch?v=fpyhpisoWf4
…And many more that is mindless on the surface, but to me a spiritual experience