In the key of opinion: the surprise to provocation

Change: an advertising agency, hour of the session to "dump" of ideas. I have witnessed some and, believe me, it's fun. It seems incredible that the origin of great and beautiful spots was a reckless and hasty vomiting of nonsense and absurdeces... And among such gansada, there is: a bright idea.

So far, it was sit at the table without complexes, to say anything, and with an open mind to listen to another measure of your peers, managers or subordinates. Surprise was the key. But the thing is now much easier. Creatives must focus on raising the ire of groups and associations of all kinds.

Works more or less like this: first they made a list of politically correct values, then made a list of anti-x and pro-x associations, and then try to come up with the way of alienating them, put them out of their boxes; later, they - partnerships-, the media and YouTube, will do the rest.

It is quite simple. In short, the stir that was organized in his day with the campaign for D & G in which seemed to suggest a grapple sexist was, probably, most wanted to found. By the way, in particular, I love this picture...

The issue is that we are in a period of search of new audiovisual narrative models, with different modes approach to marketing and advertising. Here are some examples of the new directions of marketing:

In the United States.UU. distributed more than 50,000 million eggs a year. A study showed in his day that 91% of the buyers of eggs look at the date of expiry; There have a new advertising medium: the eggshell, is called egg-vertising or huevo-anuncio. The external environment, as we have seen throughout this report, is also a ground for exploration and experimentation, in this sense the urban fences have become a very creative resource for the agencies, which play with its sizeshape, or situation. This is priceless: Kleenex sponsors section of sentimental clinic of a magazine for teenagers in India, with the pages in question printed tissue paper; so, after reading the kids problems one can dry out tears... Other: a brand of cleaning toilets introduced some time ago a spot which is a Dutch model trying to sniffing a stripe of coca on the cup of a urinal, but technology of self-cleaning of the brand water youliterally, the Festival; the announcement circulates on the internet. And speaking of virtual worlds, it is a fact that the automobile sector has turned on the internet as a means to reach your target audience: Pontiac has dealer in Second Life, and Jeep has teamed up with Publisher Marvel Comics which users propose their scripts to launch an interactive comic, in order to promote its model Patriot.

More curiosities: the 'bookvertising'. The book is the new support in the sights of Western advertisers and a successful trend in Japan, it is called 'brajacket' (BRA) and is a thick paper jackets printed with colorful advertisements. They give them in bookstores.

And it is that it is no secret that TV advertising is ceasing to be effective (is losing minutes of viewing) and advertisers and agencies to investigate on the possibilities of new media. Proof of this is the emergence of the traditional means of communication on the internet.

The current advertising growth of the Web sites of traditional television and major newspapers is higher than the achieved by the pure interneteras.

Advertising is suffering a very important redefinition, based on the progressive step of models of indiscriminate, massive type and desired not to schemes much more focused on permission marketing. In this sense, video games and, in general, the entertainment software have long distance as an advertising medium - the video game sector Bill rather than the film or the DVD-because it allows a dynamic, interactive and integrated advertising of non-aggressive way to the consumerin line with the trend towards a type of advertising more and more segmented, more contextualized or according to the interests of the user, the situation of what has become known as "economy of attention", imposed by the hiperabundancia of information environment in which we find ourselves and attention is a scarce commodity.

The phone will be another media King in the near future. In fact, it is already possible to see in the streets of Madrid, Barcelona or Valencia, canopies and canvases that alert to the bystander to activate their bluetooth to receive information on a particular advertisement or download free video or the ratings of the TV spot. And it is that everything tends to the merger with the purpose of achieving synergies multiplicatorios… Much we have to see in the advertising field. Soon, the matter will be more or less like this: imagine. It is Saturday afternoon and is walking calmly is a say - by a shopping center. As leads you the 'bluetooth' your mobile connected, surrounding establishments send you any information about the offers will find inside each one of them, also offer the possibility to download the corporate ratings of the brand more cool of the linear and addition, as they want you to be an "active element", perhaps to make sure that there is someone on the other side after the fortune that have invested in the implementation of novel technology, invite you to answer a few questions instead of entering a sweepstakes. What would you do to such bombardment of information, tips, downloads and invitaciones…? I guess that the same way: disconnect your terminal.

Meanwhile, posters, banners, billboards and canvases capture without hardly realizing, our attention. We reclaim the simple. We all want to have and propose that revolutionary technological element that reverting the course of history, or dig below the line in search of the key to motivation of purchase of the human mind, but disabuse us, are very few things that have changed the world, and these almost always have reached our hands by chance. And it is the most often, how easy is the best choice.