giugno 13, 2011 
Venerdì 10 ho avuto il piacere di seguire un’interessante lezione tenuta da Lorenzo de Rita, direttore del Soon Institute di Amsterdam e grande pubblicitario, famoso in tutto il mondo, che ha lavorato per famosissimi brand come NIKE, DIESEL, VOLVO, VOLKSWAGEN… Da questo incontro sono scaturite numerose riflessioni. Una che ho trovato particolarmente interessate e degna di essere approfondita è quella relativa alla mancanza di un’etica da parte delle aziende nella promozione di brand e prodotti. Questa latenza è dovuta principalmente al fatto che nella creazione di uno spot o di una campagna pubblicitaria si ragiona cercando di rimanere più fedeli possibili a schemi e strutture precostituite. Si finisce così per avere come obiettivo ultimo (e unico) la vendita del messaggio pubblicizzato. Si dovrebbe, invece, oltre a questo, cercare anche di “vendere una storia”, seguire un filo narrativo, ricorrere a valori condivisibili da una comunità. Sembra, invece, che, poichè non c’è più nulla di nuovo da raccontare, i pubblicitari e le aziende cadano sempre sugli stessi argomenti, finendo, inevitabilmente, per urlare sempre più forte alla disperata ricerca di persone ormai non più disposte ad ascoltare questo tipo di messaggi.
Ma a noi, per citare De Rita, “non interessano più i consigli degli acquisti di Maurizio Costanzo”. Ci facciamo influenzare da un suggerimento di un amico, non da un cartellone o un video che mette in mostra il peggio del peggio solo per farsi sentire (e ricordare) nel caos della comunicazione d’oggi.
De Rita citava due esempi:
– Quello di un virale della Polo, macchina Volkswagen
– Quello di un manifesto 6X6 a Napoli, di una compagnia di navigazione
Ecco 7 casi (in NEGATIVO) esemplificativi di come ormai molti pubblicitari siano capaci soltanto di gridare e estremizzare i messaggi.
1) Un’azienda che vende lampadari e lampade, e che è uscita con questi cartelloni poco dopo il disastro del Giappone. Sono semplicemente incommentabili.
2) Parilamo di farmaci contro il meteorismo. Ok, sono argomenti delicati… ma è necessaria questa location?
3) Toronto’s gay rugby team è una squadra di rugby di Toronto. Ha lanciato questo video per reclutare persone. (ha anche un sito)
4) Trasporti internazionali… molto attivi nei “PAESI BASSI”…
5) PRETTY SOCIAL: un’azienda olandese specializzata nella vendita di oggetti social, ha fatto credere al mondo che una ragazza (Suzyj87) era divenuta famosa per essersi tatuata il braccio con i profili Facebook di 152 amici.
6) Quale è il legame tra un drink e una vagina!? Per loro semplice, si degustano….
7) infine una Pixart bizzarra, che promove un “rigido” nascosto da un asciugamano…
A presto per “7 buoni motivi per diventare pubblicitario”!!!
Visualizza il profilo di Marco Vangelisti
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Perchè si critica senza conoscere il brif del cliente ? C’é il solito vizio italiano di “rosicare” da parte di pubblicitari o di non addetti ai lavori e mi riferisco in particolare a quella della TTT Lines Tale campagna ha riscosso un grande successo mediatico nazionale ed apprezzato proprio dal target femminile che ha compreso l’ironia e la metafora del messaggio. Il resto è noia…
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