Half the money I spend on advertising is wasted; the trouble is I don’t know which half. -John Wanamaker
Advertising and branding are very complicated and very unpredictable fields, and success can be measured according to any number of metrics. Modernista, the ad agency behind the soft-talking-lady ads that only occasionally seem to be talking about phones, seems to be measuring success based on attention. Of course, the attention is almost entirely negative, but that doesn’t faze them.
In an article in Ad Age, Executive Creative Director at Modernista, Gary Koepke, discusses the oft-maligned “Ms. Hope” spots.
The Pre is probably being talked about more than other phones right now because of the marketing and advertising, and that’s a good thing. Could the ads work harder to show exactly how the phone works? Yes, but we knew it would be polarizing people to have a woman not shout at them and tell an interesting story.
“Polarizing” is industry-standard code for “universally mocked,” in case you’re confused.
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