The reality TV juggernaut American Idol, which somehow manages to generate more tabloid covers and Entertainment Tonight reports than any television show ever, has run out of gas. Simply put, nobody cares this year and the hot button water cooler buzz that surrounded AI has now evaporated. Likewise, the new batch of summer movies is failing to excite in previews as the majority of them are sequels. From Toy Story to Iron Man, there’s a cultural sense of deja vu going on. Entertainment, still one of the this country’s highest grossing exports, seems a little tired; like it could use a time out and a nap.
New media and marketing have also experienced a dip in creativity as of late. Shortly put, when the best Facebook press of the week involves Hamster torture, the well appears to have dried up. The climate can truly lead to feeling uninspired and exhausted. So it is easy to hop on the everything sucks and nothing is original bandwagon in times like these. But have no fear- I rustled up a few examples of marketing lights at the end of the tunnel.
To start things off, I think a special shout out is order for Hanes and their commercial that touts the company’s foray into using environmentally friendly fabrics. The clip features a Hanes wearing guy who an announcer tells us is doing the right thing while his friend James, whom he strolls through the mall with, is not. James receives menacing looks from babies and toddlers (read: the future generation) who look as though they’re ready to take the guy out for not being environmentally friendly. It’s a funny spot with a good message from Hanes. It also marks a departure in style from thoseÂ “Look! Jennifer Love Hewitt in a bra!” ads of a few years back.
Also on the environmental tip, is this ad for Sun Chips. User created by Heather Kramer of Brooklyn, this sweet little commercial promotes the new 1005 compostible Sun Chips bag. Kramer, who was chosen by Al Gore as the winner of a nationwide contest, provides a voice over while a the chip bag takes a little journey. Chosen as AdWeek’s clip of the week, the Sun Chip commercial is a step in the right direction for the brand.
Lastly, Diesel jeans gives there “Be Stupid” campaign a shot in in the arm by leaning on Twitter and Facebook to spread the word that stupid is the new smart. The company’s website and Facebook page feature contests and videos submitted by fans on how to do crazy dances. Sounds a little uh stupid, right? That’s the point and Diesel in the meantime is reinventing themselves by returning to the edgy marketing that put them on the cultural map during the 1990’s. The wholeÂ dumb thing turns out to be pretty ingenious.
Still not inspired? Looking to the past is a good way to start the juices flowing and to combat our current state of cultural boredom. Old movies, vintage television shows, and bad ass art books are a good place to start. But enough from me- how do you, dear readers, fight the media blahs? Any tips you’d like to share with the class?