{"id":36076,"date":"2020-11-27T05:16:45","date_gmt":"2020-11-27T11:16:45","guid":{"rendered":"https:\/\/adpulp.wpengine.com\/?p=36076"},"modified":"2020-11-27T05:16:45","modified_gmt":"2020-11-27T11:16:45","slug":"entertain-the-viewer-or-there-will-be-no-viewer","status":"publish","type":"post","link":"https:\/\/www.adpulp.com\/entertain-the-viewer-or-there-will-be-no-viewer\/","title":{"rendered":"Entertain The Viewer, Or There Will Be No Viewer"},"content":{"rendered":"<p>In advertising today, there are few new ideas. Instead, there are countless executions of old ideas, but few are as well made as this new two-minute commercial from Burberry.<\/p>\n<p><span class=\"embed-youtube\" style=\"text-align:center; display: block;\"><iframe loading=\"lazy\" class=\"youtube-player\" width=\"640\" height=\"360\" src=\"https:\/\/www.youtube.com\/embed\/QbmW76Cp4s8?version=3&#038;rel=1&#038;showsearch=0&#038;showinfo=1&#038;iv_load_policy=1&#038;fs=1&#038;hl=en-US&#038;autohide=2&#038;wmode=transparent\" allowfullscreen=\"true\" style=\"border:0;\" sandbox=\"allow-scripts allow-same-origin allow-popups allow-presentation allow-popups-to-escape-sandbox\"><\/iframe><\/span><\/p>\n<p>This remake of &#8220;Singin&#8217; in the Rain,&#8221; has been perfectly updated for our time. Because in 2020, it doesn&#8217;t just rain, ice bombs pour down from the sky.<\/p>\n<p>In this short film, the people who wear Burberry are ready for any challenge that comes. The Burberry coat becomes a superhero cape, but in an oddly believable, totally entertaining way.<\/p>\n<h2>More Song and Dance, Please<\/h2>\n<p>Great commercials tend to educate <em>or<\/em> entertain the viewer. When the product being advertised is a soft drink, there&#8217;s not much need for product education.<\/p>\n<p>Dr. Pepper, for one, has been singing and dancing its way into American living rooms for decades. Let&#8217;s flashback on this Black Friday to 2003, shall we?<\/p>\n<p><span class=\"embed-youtube\" style=\"text-align:center; display: block;\"><iframe loading=\"lazy\" class=\"youtube-player\" width=\"640\" height=\"360\" src=\"https:\/\/www.youtube.com\/embed\/qnT2GPU-sK0?version=3&#038;rel=1&#038;showsearch=0&#038;showinfo=1&#038;iv_load_policy=1&#038;fs=1&#038;hl=en-US&#038;autohide=2&#038;wmode=transparent\" allowfullscreen=\"true\" style=\"border:0;\" sandbox=\"allow-scripts allow-same-origin allow-popups allow-presentation allow-popups-to-escape-sandbox\"><\/iframe><\/span><\/p>\n<p>Dr. Pepper is not like other colas. Dr. Pepper has flavor. Therefore, the brand&#8217;s commercials also have flavor. This is right and good.<\/p>\n<h2>A Friendly Pepper Upper with a Tasty Beat<\/h2>\n<p>Dr. Pepper has been different from day one. Let&#8217;s look at this vintage drive-in theater ad&#8230;<\/p>\n<p><span class=\"embed-youtube\" style=\"text-align:center; display: block;\"><iframe loading=\"lazy\" class=\"youtube-player\" width=\"640\" height=\"360\" src=\"https:\/\/www.youtube.com\/embed\/h1gm82c0Qlw?version=3&#038;rel=1&#038;showsearch=0&#038;showinfo=1&#038;iv_load_policy=1&#038;fs=1&#038;hl=en-US&#038;autohide=2&#038;wmode=transparent\" allowfullscreen=\"true\" style=\"border:0;\" sandbox=\"allow-scripts allow-same-origin allow-popups allow-presentation allow-popups-to-escape-sandbox\"><\/iframe><\/span><\/p>\n<p>I like the animation. The attempt to sound like a beatnik is forced, but I bring this reel forward to highlight the long history of brands working themselves\u00a0 into pop culture. The most common way to do this is to draft off of a popular song or film. The higher bar is to create a pop culture moment with the commercial itself.<\/p>\n<h2>Jingle First, Then A Chart Topping Hit<\/h2>\n<p>In 1971, Coca-Cola&#8217;s Hilltop commercial became <a href=\"https:\/\/youtu.be\/C2406n8_rUw\">an instant classic<\/a>.<\/p>\n<p>The idea originally came to Bill Backer, an advertising executive working for McCann Erickson. What you might not know is how the jingle (minus the Coca-Cola references) went on to become a big hit for The New Seekers, who sold 12 million records and had a number one hit in the UK behind the power of this song.<\/p>\n<p><span class=\"embed-youtube\" style=\"text-align:center; display: block;\"><iframe loading=\"lazy\" class=\"youtube-player\" width=\"640\" height=\"360\" src=\"https:\/\/www.youtube.com\/embed\/koBiXquzmr8?version=3&#038;rel=1&#038;showsearch=0&#038;showinfo=1&#038;iv_load_policy=1&#038;fs=1&#038;hl=en-US&#038;autohide=2&#038;wmode=transparent\" allowfullscreen=\"true\" style=\"border:0;\" sandbox=\"allow-scripts allow-same-origin allow-popups allow-presentation allow-popups-to-escape-sandbox\"><\/iframe><\/span><\/p>\n<p>The point is brands don&#8217;t always need to follow or fit into the cultural zeitgeist\u2014they can also lead and define new cultural spaces.<\/p>\n<p>Brands can introduce new ways of thinking, new ways of talking, new behaviors, dance steps, and so on. Or they can trot out another tone-deaf product pitch and pretend that people care. Both routes are expensive. One pays for itself. The other does not.<\/p>\n<p>&nbsp;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>In advertising today, there are few new ideas. Instead, there are countless executions of old ideas, but few are as well made as this new two-minute commercial from Burberry. This remake of &#8220;Singin&#8217; in the Rain,&#8221; has been perfectly updated for our time. Because in 2020, it doesn&#8217;t just rain, ice bombs pour down from [&hellip;]<\/p>\n","protected":false},"author":3,"featured_media":36077,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"_genesis_hide_title":false,"_genesis_hide_breadcrumbs":false,"_genesis_hide_singular_image":false,"_genesis_hide_footer_widgets":false,"_genesis_custom_body_class":"","_genesis_custom_post_class":"","_genesis_layout":"","jetpack_post_was_ever_published":false,"_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":false,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[28,47,70,127],"tags":[],"class_list":{"0":"post-36076","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-advertainment","8":"category-celebrity-endorsement","9":"category-content","10":"category-creative-review","11":"entry"},"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.0 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Entertain The Viewer, Or There Will Be No Viewer - Adpulp<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.adpulp.com\/entertain-the-viewer-or-there-will-be-no-viewer\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Entertain The Viewer, Or There Will Be No Viewer - Adpulp\" \/>\n<meta property=\"og:description\" content=\"In advertising today, there are few new ideas. 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This was never really effective, but to understand how truly futile it is these days for the upper classes to try keeping the masses in their sartorial place,\u2026","rel":"","context":"In &quot;Brands&quot;","block_context":{"text":"Brands","link":"https:\/\/www.adpulp.com\/category\/brands\/"},"img":{"alt_text":"burberry_cap.gif","src":"https:\/\/i0.wp.com\/adpulp.wpengine.com\/archive\/burberry_cap.gif?resize=350%2C200&ssl=1","width":350,"height":200},"classes":[]},{"id":3374,"url":"https:\/\/www.adpulp.com\/in_england_roll\/","url_meta":{"origin":36076,"position":1},"title":"In England, Rolling Stones Do Indeed Gather Moss","author":"David Burn","date":"January 4, 2007","format":false,"excerpt":"Daily Mail reports that Kate Moss is starring in a Burberry campaign for the tenth time. In this iteration, she shares the page with sons of famous rock stars. 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Meanwhile, smart media companies are getting into retail. Wired Magazine, for instance, will sell merchandise like Jack Spade messenger bags, \"The El\" bike, headphones and iPad cases in a pop-up store that opens on Friday in the three-story Tower Records building in NoHo. \"The\u2026","rel":"","context":"In &quot;Content Marketing&quot;","block_context":{"text":"Content Marketing","link":"https:\/\/www.adpulp.com\/category\/content\/"},"img":{"alt_text":"","src":"","width":0,"height":0},"classes":[]},{"id":6763,"url":"https:\/\/www.adpulp.com\/sapient_forms_i\/","url_meta":{"origin":36076,"position":5},"title":"Sapient Forms In-House Broadcast Production Group","author":"David Burn","date":"May 26, 2009","format":false,"excerpt":"Content is on the rise in marcom circles. Just yesterday, I wrote, \"I believe content is attractive to customers and prospects precisely because it's not a commercial\" in response to Lux Shampoo's long-form ad. But that's not an opinion I share with Sapient Entertainment's new Director of Entertainment and Executive\u2026","rel":"","context":"In &quot;Ad People&quot;","block_context":{"text":"Ad People","link":"https:\/\/www.adpulp.com\/category\/ad-people\/"},"img":{"alt_text":"","src":"","width":0,"height":0},"classes":[]}],"jetpack_sharing_enabled":true,"_links":{"self":[{"href":"https:\/\/www.adpulp.com\/wp-json\/wp\/v2\/posts\/36076","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.adpulp.com\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.adpulp.com\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.adpulp.com\/wp-json\/wp\/v2\/users\/3"}],"replies":[{"embeddable":true,"href":"https:\/\/www.adpulp.com\/wp-json\/wp\/v2\/comments?post=36076"}],"version-history":[{"count":0,"href":"https:\/\/www.adpulp.com\/wp-json\/wp\/v2\/posts\/36076\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.adpulp.com\/wp-json\/wp\/v2\/media\/36077"}],"wp:attachment":[{"href":"https:\/\/www.adpulp.com\/wp-json\/wp\/v2\/media?parent=36076"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.adpulp.com\/wp-json\/wp\/v2\/categories?post=36076"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.adpulp.com\/wp-json\/wp\/v2\/tags?post=36076"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}