Connect with us

Hi, what are you looking for?

The American GeniusThe American Genius

Business Marketing

Why Coke’s parody ad is more relevant than the haters think

(Business Marketing) When Coke launched a new ad, it got mixed reviews, but there is a reason that it is extremely relevant in today’s world.

coke

coke

What is the Offlining Movement?

When I founded the Offlining Movement several years ago with PR guru Eric Yaverbaum, we weren’t criticizing social media. In fact, our intention wasn’t to criticize anything.

Here’s how we explained it at the time:

Why Offlining? Short answer: We persuade for a living.

We’ve devoted much of the last couple of decades to convincing you to log on, click here, call now, surf, search, pay bills in your underwear, trade from the beach, add “friends” to your digital network and, as AT&T once famously promised in their “You Will” campaign, tuck your children in from your mobile device.

Advertisement. Scroll to continue reading.

Then one day we made a mistake — we looked up. We took our eyes off the screen long enough to see. We noticed we had kids and wives. We took in the way leaves open their faces to the sun. We reacquainted ourselves with the sounds birds make. And we realized these things could no longer compete.

We marketers had won!

All around us, all the heads in all the malls, airports and train stations seemed bowed in reverence to the device. Life had become multi-screen, multi-task, multi-plexed, mashed-up, an unrelieved contest for diminishing attention. And those who use the media professionally were perhaps the most inundated of all.

Mark’s dad designed integrated circuits, from the first speed dial to a giant particle accelerator. He used to say, “We invent technology to be our servant, not our master.”

So, we decided to strike a blow for mastery, with the aim of tilting the balance and putting humanity back on top where we belong.

Advertisement. Scroll to continue reading.

We’re not fundamentalists. We’re not anti-marketing. In fact, we love marketing and we respect its power, which is why we’re committed to applying our expertise to the important things. And we’re not anti-technology — on the contrary, we love technology and all it can do for us. But we’re only going to enjoy those benefits if we learn to use the Off Button.”

We simply wanted to “sell the Off Button” — to persuade people to plan a little bit of “offline time.”

bar

Fast forward to today

Even then, we knew that we would be tapping into a feeling that many in our target audience already felt.

In short, we all know that happiness waits for us if we can only lift our eyes above the horizon of our mobile devices. We also hunger for the full attention of people in our lives who are otherwise occupied nearly all of the time. It’s a modern, first world problem. We don’t know what to do about it, so we might as well laugh — and having our realities reflected back to us in entertaining ways feels a lot like being noticed.

Enter CocaCola, a brand that is committed to “opening happiness.” This Offlining insight is the perfect intersection of happiness and social content, and CocaCola is seizing the opportunity with verve in the form of “The Social Media Guard.”

Advertisement. Scroll to continue reading.

This is very funny and socially relevant stuff. It is patently absurd — but obviously so — yet it taps into feelings that are very real that have been bubbling just below the surface for a long time.

I know from long experience that whoever brings up our deeply conflicted feelings about our social media behavior within the medium of social media will elicit a range of reactions.

The truth at the core makes this add up to more than sugar and bubbles.

Good one, Coke.

Advertisement. Scroll to continue reading.

Written By

Mark DiMassimo founded DiMassimo Inc. in 1996. Three years later, as DiMassimo Brand Advertising, it was the leading agency of the first Internet boom, working with innovators and entrepreneurs you now know by name, pioneering new media, building new advertising and marketing models, and claiming an unfair share of word-of-mouth and awards with big ideas. The DIGO Brands Growth Agency Network now includes DiMassimo Goldstein, Proove Accountable Media, Propolis Consulting, Origami Design, DIGO Ericho public relations and the highly-influential Tappening and Offlining movements.

1 Comment

Leave a Reply

Your email address will not be published. Required fields are marked *

Advertisement

The
American Genius
news neatly in your inbox

Subscribe to our mailing list for news sent straight to your email inbox.

Advertisement

KEEP READING!

Business Marketing

Airtable presents the drawbacks of your current marketing strategy and what changes need to be made to make it work efficiently.

Business Marketing

As a small business owner or non-tech-savvy person dipping into marketing, getting free models is a dream. This tool makes it possible.

Business Marketing

2022 can been a rollercoaster year for many, with seemingly high highs and low lows. The same goes for the marketer across the board.

Business Marketing

Men are hard enough to buy gifts for, but the male audience can also be hard to target in marketing. Here's our best tips...

The American Genius is a strong news voice in the entrepreneur and tech world, offering meaningful, concise insight into emerging technologies, the digital economy, best practices, and a shifting business culture. We refuse to publish fluff, and our readers rely on us for inspiring action. Copyright © 2005-2022, The American Genius, LLC.