 |
| Not Seen On TV |
Usually this manifests itself, in our world of marketing and advertising, in the realm of adtech and martech... but that's not what I'd like to discuss here. Instead, consider the recent Lane Bryant ad campaign. If you can't access the link, it's a commercial that uses plus-sized models, fresh off their inclusion in the Sports Illustrated cover mix, in various strong stages of undress, speaking to body pride issues. It's borderline not safe for work, and has been rejected by broadcast networks as too risque for television.
Now, independent of your personal or political feelings about this direction, as a creative pro, there's just all kinds of win here. I don't know about you, but being locked into the same kind of models has never been a fun moment. Even if you are committed to keeping the status quo and not changing your model mix, maybe they stand out a little more, because fewer of your competitors are digging in the same mine. I can tell you, from painful experience, that finding a good royalty-free model that a client would accept in a relatively tight demographic usually meant that the model would be showing up in similar ads soon.
Now, here's the very fun part... what if it works?
Consider just how different your world could be, and soon. Think about the testing possibilities, the artistic routes not taken, the instant reboot it gives to your design team, photographers, and maybe even copywriters. It probably even invigorates your social media pros, and gives your analytic team something very new to think about.
Because at the end of the day, diversity doesn't just make sense on a demographic level, or from a sense of personal politics. It also frequently makes sense on the spreadsheet.
Interesting era, no?
* * * * *
Feel free to comment, as well as like or share this column, connect with me on LinkedIn, or email me at davidlmountain at gmail dot com, or hit the RFP boxes at top right. RFPs are always free, and we hope to hear from you soon.
No comments:
Post a Comment