There seems to be an uptick in patting the hardworking middle-class men on their collective sweaty backs in advertising. It’s a bit of a paradigm tweak, no? When you consider that 20th century advertising was conceived to be a tantalizing vision of the way your life could be: luxurious, elegant, modern. But now there’s an emerging emphasis on reliable, mid-level functionality rather than luxury and I REALLY and like it.
For instance, one of my favorite ads that was running for a while was the Best Western Ads (I think, I can’t find a clip anywhere!) that had slow motion shots of business travelers enjoying the small comforts that good hotels have to offer: free wifi, hot breakfast, comfy pillows. It showed the middle-managers of America, Right Stuff style in slow motion taking their conference calls and waking up for pre-dawn flights. A voice narrates: “its a place for the clutch players, the go to guys, the road warriors.” It isn’t pandering and it’s exactly what I want from a product. Reliable and efficient. It also implies a functional brand service which I ADORE (compare an experience with American Express customer service, with say, Kinkos — the asylum for deranged service workers). Anywhoodle, Sprint has a series of ads that have this same type of aesthetic and I think they’re great.
It’s clever and makes me believe that if something goes wrong they’ll be an American hard-worker with some ounce of common sense on the otherline of my call. It’s strange that we even consider that a perk anymore.
You can fuck yourself iPhone.