Mythbuster: Don't put the audience in the ads
Les Binet and Sarah Carter
Les Binet and Sarah Carter of DDB get a little bit angry about some of the nonsense they hear around them… like the idea that the audience should be in the ads
We were discussing a creative idea for a food brand the other day. The brand manager was unhappy. Volume potential lay in encouraging use by families, so he was worried that the proposed script showed a young couple tucking into the food with friends. This is a classic example of the myth of 'consumer identification',...