How is technology changing society? Just look to marketing, especially TV commercials. Writers often write stories that reflect back what they see around them–prevalent attitudes, culture, changes, issues. Marketers do this too, but unlike writers who try to make a point, change our minds or get us talking and thinking differently, marketers (like me) are trying to sell you stuff. Some of the time, some of us get it right.
And then there are commercials like this one for the new Windows Phone 7.
The first time I saw it, it got my attention. The music was compelling and built up a great crescendo to match the action. The people were so distracted, I caught myself smirking. So true! So ironic! So sad! And so universal–we all know “someone” who is permanently attached to their phone in an unhealthy way. We’re a distracted nation.
Microsoft took that reality and exaggerated the truth even further, showing people crashing into each other, sitting on each other, picking up a phone out of a urinal (yuck). We’re all tripping, falling, ignoring each other, tuning out of our lives and the people around us. The point Microsoft makes is..wow, what a nation of clumsy distracted idiots we are! Look how stupid we look!
Uh huh. And you want me to buy WHAT?
The cheapest shot of all was the saccharine sweet little girl at the end, which is meant to strike fear and guilt in the hearts of parents and grandparents everywhere because we are clearly ruining the next generation. And the solution to all of this guilt, clumsiness, distraction and stupidity?
Why, it’s Windows Phone 7! The phone that will save us (and our children!) from our phones and ourselves. That’s a tall order for a mobile phone. It must have super powers. Except we’re not sure how the Windows Phone 7 will save us because no proof is provided–no benefits, no super powers, no unique design, no competitive advantages.
Does this mean there are none? After all, Windows Phone 7 is…a phone. We will still be just as likely to trip, fall, walk into someone, sit on someone or drive off the road while using this phone as much as any other. I’m not sure if anyone would dive into the urinal to get this phone–an iPhone, maybe.
In my humble opinion, this is a great example of how NOT to market to people. Sure, it’s funny to watch people do stupid things. But in the end, Microsoft is pointing out our flaws. Mocking us. And trying to sell us something on top of it.
Compare this to the HP ePrinter Happy Baby commercial.
Disclaimer: I have kids, but I’m a marketer, so by default, I’m immune to babies, puppies, kittens and Hallmark commercials. But I like this ad because:
1. It’s a simple, well-executed concept. The idea is clearly embedded in our minds through visuals and simple dialogue: send your “baby” to the printer anywhere, right from your phone. I say “baby” in quotes because some people’s “babies’ are their cars, their dogs or their puppet collection. Way to make it universal! This is a short, well-told story. As we say in fiction, “Show don’t tell.” This commercial nailed it.
2. It surprised and intrigued me. Very few things surprise me anymore, but the first time I saw this commercial, I stopped what I was doing. Why? The baby is cute but in a regular kid way, not the stereotypical Gerber baby way. The imagery consisted of simple visuals–baby and road scenes–juxtaposed in an unexpected way. Love that. It’s creative without trying too hard.
3. The tune set the right tone. Many of the YouTube commenters complained about the music. You’ll never please all the people all the time, but as far as I’m concerned, the music has just the right upbeat tempo for the action and adds just the right touch of whimsy.
4. It’s a positive reflection of…me! Unlike Windows Phone 7, this commercial says “technology” and “innovation”without making me feel like a doofus in the process. Gold star, HP!
I’m a big proponent of keeping things positive–especially in marketing. It requires strategic thinking, diplomacy, creativity and above all, common sense. If you want me to love your brand and buy your product, don’t show me what an idiot I am. Show me how your brand fits me and how will it make my life better. You really can catch more flies with honey than vinegar. Honey.









Will Facebook end email as we know it?
Published November 17, 2010 Marketing , Social Commentary , Social Media 5 CommentsTags: email is out, email marketing, email spam sucks, Facebook is in, Facebook messaging, hate email, what your email address says about you, will Facebook end email
Finally! Facebook CEO Mark Zuckerberg announced this week Facebook’s new messaging system, saying:
Zuckerberg went on to say that he was “inspired by conversations with high schoolers who insisted to him that they use text messaging and Facebook messages in lieu of e-mail because ‘it’s too slow’ and ‘too formal.’ “ I haven’t been in high school in, um, awhile, but I second that emoticon!
Email is out. Facebook is in.
I say this as I delete 19 of 23 emails received today from an assortment of retailers, organizations and other businesses selling stuff. Three of those emails alone were from Toys ‘R’ Us; two came within 20 minutes of each other. (Maybe they should change their name to Emails ‘R’ Us.) The 20th email was a political joke and the other three were from friends confirming our dinner plans.
I have a Blackberry and I admit, I love the little red blinking light indicating I have a message. At least, I used to. Now it irritates as I get yet another sales ad. When I do receive an email from a friend, it’s a quaint surprise, like receiving a hand-written letter in the mail. Looks like it’s time for my quarterly unsubscribe fest.
Between Facebook ads and status updates, LinkedIn invitations and group discussions, Twitter streams, and catching up on blog reading, email has become like voice mail–I never check it and when I do, I skim and delete. Sometimes I forget which emails I responded to. Sometimes I miss important ones, like the one about my volunteer day at school being changed to a new day or a bill pay reminder. Oops. I am forgetting which emails I responded to and what I said when I did. I’m overwhelmed with status updates and messages and likes and comments. I tell my kids to make their backpacks and zip up their lunches. I can’t remember people’s names or whether it’s Tuesday or Wednesday. I know I’m 41 years old, but this is ridiculous!
Email has become one more “to do” on a very long to-do list. So yeah, even though Facebook messaging accounts may be a hyped up cousin of email, I’m ready for something new. Simple. Easy. It may change how we communicate at work, too. According to this article, independent research company Gartner says that:
Will Facebook end email as we know it? Probably not. Plenty of people still use it, especially those who refuse to partake in the social media Kool-Aid. (Although the wrong email address can date you–see what yours is saying about you if you dare/care.) When email came around, it’s not like regular mail and voice mail disappeared. Those tools just became more quaint and old-fashioned–and taken over by junk mail and telemarketers. What remains to be seen is whether Facebook can keep businesses from taking over our social experience and turning it into one massive sales cesspool.