Mythbuster: Don’t put the audience in the ads

A myth prevails among brand owners that to appeal to certain people, an ad should feature people just like them.

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',...

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