Yes, the vacuum guy. I used to think he was a little bit of a silver fox. But besides that, he's a shrewd business man. Look at this:
Never loses suction. You know those words, right? The vacuums we had were fine, and I never once thought, "Gosh, I hate that this vacuum loses suction." But this man...this genius...look what he did? What's the best vacuum out there? Oh, the Dyson. Why? Because it doesn't lose suction like other vacuums. See what he did there? Let's try this one:
No blades. No buffeting. You may have heard that, too. This bladeless Dyson fan is the newest thing. We're told that regular fans make little puffs of air that come off each blade. It's not smooth. It's a little puff puff puff that's very annoying. But with the Dyson fan, there's no buffeting. It's better. But...stop a minute. Have you ever thought to yourself, "Gosh...I wish this fan weren't buffeting me about with its blades going going going,"? Me either.
See what he's doing?
He's creating a problem where there really is no problem. And then? He's fixing it. This man is a millionaire. And we're all puppets. Think about it. What other products or ads are creating problems we don't actually have and "fixing" them?
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2 comments:
Oh golly, as one who's getting his start in the advertising world (and loving it), I’m definitely learning that it can be about creating problems where, heretofore, none existed. But more than that, advertising is really about selling ideas, or even the idea of an experience rather than a product. Look at Apple. You aren't buying an iPhone: you're buying the Apple image, the passkey to being on the inside of the cutting edge of technology—your hipster cred.
Yup. So true.
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