Mythbuster: The appeal of reality advertising
Les Binet and Sarah Carteradam&eveDDB
Les Binet and Sarah Carter get a little bit angry about some of the nonsense they hear around them… like the appeal of reality advertising.
Recently, we attended an advertising research debrief for a 'functional food' brand. This kind of brand is rarely encountered – the product had a real and valuable functional benefit. It was scientifically proven to 'correct' a common medical issue. The campaign featured real people who had used this brand, talking enthusiastically about how well it had worked. In theory, this campaign should have...