{"id":1155,"date":"2016-07-06T06:39:15","date_gmt":"2016-07-06T06:39:15","guid":{"rendered":"http:\/\/localhost:10151\/uncategorized\/cannes-lions-2016-make-ads-good-again\/"},"modified":"2018-01-17T16:58:38","modified_gmt":"2018-01-17T16:58:38","slug":"cannes-lions-2016-make-ads-good-again","status":"publish","type":"post","link":"https:\/\/jp.umww.com\/en\/thought-leadership\/cannes-lions-2016-make-ads-good-again\/","title":{"rendered":"Cannes Lions 2016: Make Ads Good Again"},"content":{"rendered":"

Given the possibilities opened up by new platforms and technology we should be in the golden age of advertising. Instead we have as an industry got stuck in the weeds, and used technology more to obfuscate than to enlighten. Understandably, consumers have had enough, and have in many cases completely blocked us out.<\/p>\n

The best work at Cannes Lions was a rebellion against this miserable state of affairs. It was a celebration of\u00a0honest advertising that is explicit about its purpose. At the same time, we saw the very notion of brand purpose elevated to new heights, as\u00a0brands have to\u00a0make themselves matter more to an ever more cynical and demanding consumer.<\/p>\n

Here are four key takeaways for marketers:<\/p>\n

Make ads good again\u00a0<\/em><\/p>\n

Advertising is a paid-for public notice designed to grab attention and communicate a specific message. However, thanks to the murkiness associated with advertising today, the industry has been shying away from this definition, edging towards ads that don\u2019t feel like ads, branded \u2018content,\u2019 and endorsements where it is not clear whether or not a brand is paying. This then perpetuates the notion of an industry ashamed of its own dishonest practices.<\/p>\n

In\u00a0Songs of Violence<\/em><\/a>, songs\u00a0with violent lyrics were paired with ads which showed\u00a0real-world video testimonials of sexual abuse. The goal was to\u00a0shock listeners into realizing that violent lyrics perpetrate these actions\u00a0in the real-world. This is\u00a0advertising that demands\u00a0to be noticed and to stop people in their tracks. It leverages technology in the right way, which is to enable next-level juxtaposition for\u00a0maximum impact.<\/p>\n

Do something, don\u2019t just say something<\/em><\/p>\n

Straight forward ads these days struggle to be seen, let alone change perception. This applies even more to\u00a0low interest categories that ask a lot of consumers, especially younger ones who have better things to do. This is the situation faced by the Romanian government who sought to combat the country\u2019s critically\u00a0low blood donorship. They needed to convince people that giving blood mattered. They\u00a0accomplished this by tapping into what really did matter to them: the\u00a0Pay with blood<\/em><\/a>\u00a0campaign allowed people to buy a ticket to a concert by using their blood, as an alternative to cash, as currency. This was not just about\u00a0\u2018borrowed interest\u2019<\/a>\u00a0\u2013 but about putting themselves at the\u00a0heart of what their target most desired.<\/p>\n

Reinvent what you do to make an impact<\/em><\/p>\n

A brand\u2019s core product may not keep up with the demands of what matters to consumers, as is the case in the declining beer category. To circumvent this issue, DB Export in New Zealand came up with\u00a0Brewtroleum<\/em><\/a>, a biofuel produced during\u00a0the beer-making process, and sold at gas stations. The more men drank, the more gas was produced, and the more good they were doing for the planet, enabling the compelling campaign slogan: \u201cdrink tonight for a better tomorrow.\u201d Brands need to be dynamic at their core, ready to reinvent to put themselves at the heart of what matters in an\u00a0increasingly cluttered world.<\/p>\n

Have a well-defined character at the ready<\/em><\/p>\n

Most brands are fearful of being openly challenged and have legal departments at the ready to deal with\u00a0these sticky moments. The reality is that big brands with cultural influence will forever be held to ransom for their actions and beliefs. Brands are better off treating these\u00a0not as threats to brush under the carpet, but\u00a0as opportunities to capitalize on a vocal and ready audience.<\/p>\n

With\u00a0McWhopper<\/a>,\u00a0<\/em>Burger King took on the age-old rivalry with McDonalds. Burger King acted this out in its brand character: it was a cheeky, testy act from an underdog, who like a featherweight boxer, was poised\u00a0to take on any response that came its way. Had McDonald\u2019s been in possession of\u00a0a well-honed brand character at the ready, it could have used Burger King\u2019s ad investment to win respect for its own brand I.stead it ended up the party-pooper while Burger King triumphed, acquiring millions of fans\u00a0in the process.<\/p>\n

In order to get noticed and to be respected, brands need to\u00a0be and do\u00a0<\/em>what consumers care about. They need a well-defined character, which they must act\u00a0out with purpose and personality. They need to constantly interrogate their actions, and\u00a0be prepared to reinvent themselves to continue to matter in keeping with the times. With this strategy in place, brands can feel confident and proud about putting themselves out into the world. And maybe just maybe, ads can become good again.<\/p>\n","protected":false},"excerpt":{"rendered":"

Given the possibilities opened up by new platforms and technology we should be in the golden age of advertising.<\/p>\n","protected":false},"author":44,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[5],"tags":[],"class_list":["post-1155","post","type-post","status-publish","format-standard","hentry","category-thought-leadership"],"acf":[],"yoast_head":"\nCannes Lions 2016: Make Ads Good Again - UM JAPAN<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/jp.umww.com\/en\/thought-leadership\/cannes-lions-2016-make-ads-good-again\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Cannes Lions 2016: Make Ads Good Again - UM JAPAN\" \/>\n<meta property=\"og:description\" content=\"Given the possibilities opened up by new platforms and technology we should be in the golden age of advertising.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/jp.umww.com\/en\/thought-leadership\/cannes-lions-2016-make-ads-good-again\/\" \/>\n<meta property=\"og:site_name\" content=\"UM JAPAN\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/UMCuriosity\" \/>\n<meta property=\"article:published_time\" content=\"2016-07-06T06:39:15+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2018-01-17T16:58:38+00:00\" \/>\n<meta name=\"author\" content=\"shajibur.rahman@interpublic.com\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@UMWorldwide\" \/>\n<meta name=\"twitter:site\" content=\"@UMWorldwide\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"shajibur.rahman@interpublic.com\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"4 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/jp.umww.com\\\/en\\\/thought-leadership\\\/cannes-lions-2016-make-ads-good-again\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/jp.umww.com\\\/en\\\/thought-leadership\\\/cannes-lions-2016-make-ads-good-again\\\/\"},\"author\":{\"name\":\"shajibur.rahman@interpublic.com\",\"@id\":\"https:\\\/\\\/jp.umww.com\\\/en\\\/#\\\/schema\\\/person\\\/3ab450da4e035a60341554a2a939596c\"},\"headline\":\"Cannes Lions 2016: Make Ads Good Again\",\"datePublished\":\"2016-07-06T06:39:15+00:00\",\"dateModified\":\"2018-01-17T16:58:38+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/jp.umww.com\\\/en\\\/thought-leadership\\\/cannes-lions-2016-make-ads-good-again\\\/\"},\"wordCount\":761,\"publisher\":{\"@id\":\"https:\\\/\\\/jp.umww.com\\\/en\\\/#organization\"},\"articleSection\":[\"Thought Leadership\"],\"inLanguage\":\"en-US\"},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/jp.umww.com\\\/en\\\/thought-leadership\\\/cannes-lions-2016-make-ads-good-again\\\/\",\"url\":\"https:\\\/\\\/jp.umww.com\\\/en\\\/thought-leadership\\\/cannes-lions-2016-make-ads-good-again\\\/\",\"name\":\"Cannes Lions 2016: Make Ads Good Again - UM JAPAN\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/jp.umww.com\\\/en\\\/#website\"},\"datePublished\":\"2016-07-06T06:39:15+00:00\",\"dateModified\":\"2018-01-17T16:58:38+00:00\",\"breadcrumb\":{\"@id\":\"https:\\\/\\\/jp.umww.com\\\/en\\\/thought-leadership\\\/cannes-lions-2016-make-ads-good-again\\\/#breadcrumb\"},\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\\\/\\\/jp.umww.com\\\/en\\\/thought-leadership\\\/cannes-lions-2016-make-ads-good-again\\\/\"]}]},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\\\/\\\/jp.umww.com\\\/en\\\/thought-leadership\\\/cannes-lions-2016-make-ads-good-again\\\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Home\",\"item\":\"https:\\\/\\\/jp.umww.com\\\/en\\\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"Cannes Lions 2016: Make Ads Good Again\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\\\/\\\/jp.umww.com\\\/en\\\/#website\",\"url\":\"https:\\\/\\\/jp.umww.com\\\/en\\\/\",\"name\":\"UM JAPAN\",\"description\":\"UM is a global media company.\",\"publisher\":{\"@id\":\"https:\\\/\\\/jp.umww.com\\\/en\\\/#organization\"},\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\\\/\\\/jp.umww.com\\\/en\\\/?s={search_term_string}\"},\"query-input\":{\"@type\":\"PropertyValueSpecification\",\"valueRequired\":true,\"valueName\":\"search_term_string\"}}],\"inLanguage\":\"en-US\"},{\"@type\":\"Organization\",\"@id\":\"https:\\\/\\\/jp.umww.com\\\/en\\\/#organization\",\"name\":\"UM\",\"url\":\"https:\\\/\\\/jp.umww.com\\\/en\\\/\",\"logo\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\\\/\\\/jp.umww.com\\\/en\\\/#\\\/schema\\\/logo\\\/image\\\/\",\"url\":\"http:\\\/\\\/jp.umww.com\\\/wp-content\\\/uploads\\\/2017\\\/11\\\/um-logo-transparent.png\",\"contentUrl\":\"http:\\\/\\\/jp.umww.com\\\/wp-content\\\/uploads\\\/2017\\\/11\\\/um-logo-transparent.png\",\"width\":1378,\"height\":1378,\"caption\":\"UM\"},\"image\":{\"@id\":\"https:\\\/\\\/jp.umww.com\\\/en\\\/#\\\/schema\\\/logo\\\/image\\\/\"},\"sameAs\":[\"https:\\\/\\\/www.facebook.com\\\/UMCuriosity\",\"https:\\\/\\\/x.com\\\/UMWorldwide\",\"https:\\\/\\\/www.instagram.com\\\/umworldwide\\\/\",\"https:\\\/\\\/www.linkedin.com\\\/company\\\/um-ww\\\/\"]},{\"@type\":\"Person\",\"@id\":\"https:\\\/\\\/jp.umww.com\\\/en\\\/#\\\/schema\\\/person\\\/3ab450da4e035a60341554a2a939596c\",\"name\":\"shajibur.rahman@interpublic.com\",\"image\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\\\/\\\/secure.gravatar.com\\\/avatar\\\/c53087da78d35d0574c041797fcd515f7503127068cd135b670ef31b05d4c151?s=96&d=mm&r=g\",\"url\":\"https:\\\/\\\/secure.gravatar.com\\\/avatar\\\/c53087da78d35d0574c041797fcd515f7503127068cd135b670ef31b05d4c151?s=96&d=mm&r=g\",\"contentUrl\":\"https:\\\/\\\/secure.gravatar.com\\\/avatar\\\/c53087da78d35d0574c041797fcd515f7503127068cd135b670ef31b05d4c151?s=96&d=mm&r=g\",\"caption\":\"shajibur.rahman@interpublic.com\"}}]}<\/script>\n<!-- \/ Yoast SEO plugin. -->","yoast_head_json":{"title":"Cannes Lions 2016: Make Ads Good Again - UM JAPAN","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/jp.umww.com\/en\/thought-leadership\/cannes-lions-2016-make-ads-good-again\/","og_locale":"en_US","og_type":"article","og_title":"Cannes Lions 2016: Make Ads Good Again - UM JAPAN","og_description":"Given the possibilities opened up by new platforms and technology we should be in the golden age of advertising.","og_url":"https:\/\/jp.umww.com\/en\/thought-leadership\/cannes-lions-2016-make-ads-good-again\/","og_site_name":"UM JAPAN","article_publisher":"https:\/\/www.facebook.com\/UMCuriosity","article_published_time":"2016-07-06T06:39:15+00:00","article_modified_time":"2018-01-17T16:58:38+00:00","author":"shajibur.rahman@interpublic.com","twitter_card":"summary_large_image","twitter_creator":"@UMWorldwide","twitter_site":"@UMWorldwide","twitter_misc":{"Written by":"shajibur.rahman@interpublic.com","Est. reading time":"4 minutes"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"Article","@id":"https:\/\/jp.umww.com\/en\/thought-leadership\/cannes-lions-2016-make-ads-good-again\/#article","isPartOf":{"@id":"https:\/\/jp.umww.com\/en\/thought-leadership\/cannes-lions-2016-make-ads-good-again\/"},"author":{"name":"shajibur.rahman@interpublic.com","@id":"https:\/\/jp.umww.com\/en\/#\/schema\/person\/3ab450da4e035a60341554a2a939596c"},"headline":"Cannes Lions 2016: Make Ads Good Again","datePublished":"2016-07-06T06:39:15+00:00","dateModified":"2018-01-17T16:58:38+00:00","mainEntityOfPage":{"@id":"https:\/\/jp.umww.com\/en\/thought-leadership\/cannes-lions-2016-make-ads-good-again\/"},"wordCount":761,"publisher":{"@id":"https:\/\/jp.umww.com\/en\/#organization"},"articleSection":["Thought Leadership"],"inLanguage":"en-US"},{"@type":"WebPage","@id":"https:\/\/jp.umww.com\/en\/thought-leadership\/cannes-lions-2016-make-ads-good-again\/","url":"https:\/\/jp.umww.com\/en\/thought-leadership\/cannes-lions-2016-make-ads-good-again\/","name":"Cannes Lions 2016: Make Ads Good Again - UM JAPAN","isPartOf":{"@id":"https:\/\/jp.umww.com\/en\/#website"},"datePublished":"2016-07-06T06:39:15+00:00","dateModified":"2018-01-17T16:58:38+00:00","breadcrumb":{"@id":"https:\/\/jp.umww.com\/en\/thought-leadership\/cannes-lions-2016-make-ads-good-again\/#breadcrumb"},"inLanguage":"en-US","potentialAction":[{"@type":"ReadAction","target":["https:\/\/jp.umww.com\/en\/thought-leadership\/cannes-lions-2016-make-ads-good-again\/"]}]},{"@type":"BreadcrumbList","@id":"https:\/\/jp.umww.com\/en\/thought-leadership\/cannes-lions-2016-make-ads-good-again\/#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Home","item":"https:\/\/jp.umww.com\/en\/"},{"@type":"ListItem","position":2,"name":"Cannes Lions 2016: Make Ads Good Again"}]},{"@type":"WebSite","@id":"https:\/\/jp.umww.com\/en\/#website","url":"https:\/\/jp.umww.com\/en\/","name":"UM JAPAN","description":"UM is a global media company.","publisher":{"@id":"https:\/\/jp.umww.com\/en\/#organization"},"potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/jp.umww.com\/en\/?s={search_term_string}"},"query-input":{"@type":"PropertyValueSpecification","valueRequired":true,"valueName":"search_term_string"}}],"inLanguage":"en-US"},{"@type":"Organization","@id":"https:\/\/jp.umww.com\/en\/#organization","name":"UM","url":"https:\/\/jp.umww.com\/en\/","logo":{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/jp.umww.com\/en\/#\/schema\/logo\/image\/","url":"http:\/\/jp.umww.com\/wp-content\/uploads\/2017\/11\/um-logo-transparent.png","contentUrl":"http:\/\/jp.umww.com\/wp-content\/uploads\/2017\/11\/um-logo-transparent.png","width":1378,"height":1378,"caption":"UM"},"image":{"@id":"https:\/\/jp.umww.com\/en\/#\/schema\/logo\/image\/"},"sameAs":["https:\/\/www.facebook.com\/UMCuriosity","https:\/\/x.com\/UMWorldwide","https:\/\/www.instagram.com\/umworldwide\/","https:\/\/www.linkedin.com\/company\/um-ww\/"]},{"@type":"Person","@id":"https:\/\/jp.umww.com\/en\/#\/schema\/person\/3ab450da4e035a60341554a2a939596c","name":"shajibur.rahman@interpublic.com","image":{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/secure.gravatar.com\/avatar\/c53087da78d35d0574c041797fcd515f7503127068cd135b670ef31b05d4c151?s=96&d=mm&r=g","url":"https:\/\/secure.gravatar.com\/avatar\/c53087da78d35d0574c041797fcd515f7503127068cd135b670ef31b05d4c151?s=96&d=mm&r=g","contentUrl":"https:\/\/secure.gravatar.com\/avatar\/c53087da78d35d0574c041797fcd515f7503127068cd135b670ef31b05d4c151?s=96&d=mm&r=g","caption":"shajibur.rahman@interpublic.com"}}]}},"_links":{"self":[{"href":"https:\/\/jp.umww.com\/en\/wp-json\/wp\/v2\/posts\/1155","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/jp.umww.com\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/jp.umww.com\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/jp.umww.com\/en\/wp-json\/wp\/v2\/users\/44"}],"replies":[{"embeddable":true,"href":"https:\/\/jp.umww.com\/en\/wp-json\/wp\/v2\/comments?post=1155"}],"version-history":[{"count":0,"href":"https:\/\/jp.umww.com\/en\/wp-json\/wp\/v2\/posts\/1155\/revisions"}],"wp:attachment":[{"href":"https:\/\/jp.umww.com\/en\/wp-json\/wp\/v2\/media?parent=1155"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/jp.umww.com\/en\/wp-json\/wp\/v2\/categories?post=1155"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/jp.umww.com\/en\/wp-json\/wp\/v2\/tags?post=1155"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}