Brands need to prove that they do not exist in a marketing bubble, as advertising is one of those industries treading in the new way of communicating, where we are all connected to the same world that affects and creates our perceptions and our reality.
In this world of over political correctness, some are being brazen enough to say that many aspects of our overly sensitive lives are worth looking at and laughing about. This is a world where advertising can thrive, where responses to events can be broadcast almost immediately.
Advertising is becoming the art of being responsive, of seeing the world and finding those parts of it that are immediately relevant. Engaging audiences means being topical, discussing what they are discussing as one of their 'social' connections; being a brand with an opinion and character.
The Durex print advert for FMCG Reckitt Benckiser, playing on "The Spear" debacle, is just such an example - rapid response and dissemination of an idea that is ubiquitous at that moment, bringing with it a flurry of responses and almost exponential exposure through social dissemination.
The time line of the response ad by Euro RSCG is one that advertising should strive to achieve in order to be relevant to breaking news issues in society. The painting was defaced at around 11am on Tuesday 22 May 2012 and the campaign was uploaded to the web by 5pm on the same day.
This is what audiences enjoy. In the age of content advertising, versus sales pitch, this where your brand is noticed and remembered, for its ingenuity and rapid response to current situations. Without clients who encourage fresh thinking and a nimble approach, these kind of opportunities can't be maximised.
Gone are the days of people paying attention to brands that stand on soapboxes and broadcast their story from a loudhailer. People want to have two-way conversations - about news, people and brands, anything really - but only if the content proves worthy of their attention.
People have access to an endless supply of content; they want something new, something entertaining and something that grabs them. Boring advertising will no longer find a place in the minds of the consumer. Anything that is clutter breaking has the tendency to be controversial; it is part of the digital modern landscape.
Everyone is entitled to his or her opinion; that is the point. The advert was witty, whilst being relevant to the product offering and the painting news saga. The biggest challenge in being tactical is to respond quickly.
