angus.todd

With ads in TV shows , newspapers, billboards, magazines, radio programs, bus stops and on the internet, consumers see hundreds, even thousands of ads a day.

There was a time when a single ad could have a huge impact on consumers. Take for example this iconic Marlboro cigarette ad from the 1950’s which over two years increased sales 300%:

Times have changed, however, and as a result of the constant flow of ads which consumers encounter, they have become numb to the effect of an ordinary ad. Companies spend hundreds of millions of dollars every year to try to influence you to buy their product, yet, we, as consumers, pay little attention to any ad unless they are remarkable.

About a year ago, State Farm teamed up with the musicians “Ok Go” to produce an ad that stood out… An ad that was worthy of you taking the time out of your busy life to show it to a friend. The result was a music video for the group’s song This Too Shall Pass, which briefly displays the State Farm logo twice throughout the video and thanks them at the end.

Because the ad was so different, people noticed it, and within 48 hours it received over 1.4 million views. The add went viral all because it was stood out. Marketers need to stop trying to address masses with cookie cutter advertisements and begin standing out for being different.