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An argument for taking ‘real’ to extremes

An argument for taking ‘real’ to extremes

Cut it open, and the advertising world would bleed realness. There’s hardly a brand in the world (it feels) that haven’t used some version of ‘real’ people in their materials. And as we all know, that means we’re now pushing the limits of how much we’ll buy it. But there might be a way we can add a dose of realism to our real…

US comedy duo Zebra Corner create satire YouTube videos – one of which is a spoof Chevvy ad that shows a much more likely version of real than we’ve ever seen. Brash, honest and just the right amount of silly – it’s obviously a joke on the ridiculous overblown car commercials, but if you ask us – there’s a grain of possibility there too. When we start running out of patience for reality – it might be time to turn to something a little bit too real.

It takes the right brand, obviously. Something ironic like Dollar Shave Club, Snickers or GEICO (who aren’t afraid of a little irony) are all the kind of brands who would be comfortable with a little light ribbing (all in the name of marketing, of course). Adding people who aren’t likely to play by the rules gets a dash of believable reality, but also proves that the company isn’t afraid to make fun of themselves. Win-win. Because using real is only going to get harder – we may as well make a joke about it.

 

A lesson in ‘less is more’ from the ACLU

A lesson in ‘less is more’ from the ACLU

Untapped format No 1: Heidi Annelise's miniature landscapes

Untapped format No 1: Heidi Annelise's miniature landscapes