May 23rd, 2007 07:59 EST
Vestige of the Vox Populi #14
Surprisingly made by Microsoft Digital Advertising Solutions, this clever commercial illustrates the widening divide or disconnect in the relationship between advertisers and consumers.
The proliferation of digital media has changed, or is changing, the way consumers relate to what they want and how they get it. A growing preference among consumers is for individualized attention that treats consumers like people, rather than the typical generalization approach used by most advertisers that makes consumers feel like demographics and anonymous credit card numbers.
These altering consumer habits and attitudes, and therefore the marketing landscape, are moving towards more interactivity and more direct communication, to address particular needs and interests instead of generic, impersonal statistics.
But advertisers, slow to adapt for whatever reasons, still cling to old models of selling and promoting.
As they explain: “We want to try and tell that digital media is not about technology but about quality of communication, about the interaction between 2 people. There is no better medium than a movie to symbolize the one-to-one communication between people, in this case between an advertiser and a consumer.”
There is discussion of a sequel or series of similar ads.