I was at a wedding reception a few years ago when one of my dad’s friends split the back of his pants while break dancing. Red as a beet, he retreated from the dance floor, spilling a drink on the bride along the way. That’s slightly less embarrassing than when most businesses try to incorporate youth culture in their commercials.
Whether genuine or satirical, mom and pop fail when they feature rap, memes or “dope beats” in their ads.
Watch this commercial for Georgia Car Outlet. And this one for Vern Fonk.
Now, raise your hand if you have any interest in buying a used Chevy from or having it insured by these folks.
One embarrassment I found bungles the act of “flash mobbing,” wherein people connect via text, email and social media, meet in public and perform some kind of attention-grabbing act – like a spontaneous pillow fight or splatter painting in their undies. But there’s no “flash” in this mob. It’s all staged. The streets are even closed off except for the performers. Take a look… Gaines Street Tallahassee. This was clearly the brainchild of a non-ad-pro in his or her 50s.
Act your age people. Use the right tactic to reach your audience and leave youth culture to the kids.
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For the record, here’s an example of an advertiser using a flash mob the right way. T-Mobile.