Nikon has recently launched a new campaign named ‘I am’. This approach of including Mr everyone in advertising is not entirely original. Before the Japanese brand, Nike (here I am), Windows 7 (My idea) and Yahoo (it’s You) used the same practice. This trend is increasingly popular and for some, it conveys a sociologic shift in our society that advertising is using intensively – the cult of ‘me’.

Something is changing in ad campaigns and I won’t be surprised to see more planners aiming to sincerely put people at the centre of their briefs. This is what we’ve been told to do since Stanley Pollitt, but why creative outputs are more obvious now?

Reality television has clearly erased some complexes 10 years ago when we were told that we were the new star. Today social media is taking over and asks us to be the new brand. Is that flattering? I am not sure but clearly people were bored of brands assertive messages and agencies have cleverly (or not) worked on this growing cultural resonance.

Propagation planning, Return On Involvement, crowd sourcing and other advertising jargon are progressively making their ways in agencies slides. Don Drapers all over the world open their Mac Book and start pitch presentations with something like: “People are the new media. It’s time to flirt aggressively. Tell your consumers you love them. Tell them you care about what they have to say. Make them feel they are the brand and let them tell your story”.

Proximity + Sympathy = Credibility. Bingo, well…

Spelling mistakes are fully assumed – excuse my French

In a nutshell, guys if you want to meet girls look mysteriously away from camera, unsmile and…hold an animal (?). Slightly more expected for women, flirting into camera, outdoors, with a hint of cleavage will do.

via: information is beautiful