Ego can be a dangerous thing, even in advertising where it’s common practice to gratuitously ‘toot one’s own horn.’ The problem is, it can be taken too far. Too much ego turns consumers off quickly – their eyes glaze over nearly instantly and once that happens, there’s no chance of getting them back.
I think there’s something to be said for advertisers that create brands that step down from their pedestal from time to time in an effort to relate more directly to consumers. My theory is that doing this allows consumers to let down the guard they put up to fend off traditional advertising. I think ESPN’s latest campaign commemorating (Baltimore’s own) Michael Phelps’ victories in the recent Olympics displays the brands humility and in doing so really connects with the target audience. There’s no talk about how amazing their network is. There’s no comparison between their coverage and anyone else’s. There’s just passion, something they share with millions of other sports fans. This ad connects.
Check it out, courtesty of Fresh Peel, a great blog I just found out about that loves Orange.
Garret Ohm
http://www.orange-blog.com
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