In a study done by 24-Gruppen in Sweden it has been said that 85% of the men in the age between 16 and 24 had adblockers installed on their browser. At the same time Instagram introduces ads and at least in Sweden the responsible of that initiative claims that “people are not tired of advertising per se, they are just tired of irrelevant advertising.” By that we are suppose to understand that all we have to do is relevant ads.

But the whole idea of advertising is to be one step ahead of the customer. To show something that he or she haven’t thought of. Wether that is the idea itself or what it sells, doesn’t matter. Good advertising makes itself relevant. We didn’t know that Red Bull could give us wings before they surprised us with that fact. And how relevant was Old Spice before the man who smells like a man should smell like told us that everything is possible? And what American man in the early 60′s knew that to think small was the new black, until an ugly German car told them so?

Relevant advertising is just information. The need is already awake inside the customer and now it is down to best value for money. Basic marketing my friends.

So skip the engineering with trying to figure out when to reach who with what. They are all tired to pieces to skip you in the flow and to hunt that X in the corner that gives them back their screen. Surprise them! Engage them! Be there first. Be the one.

Make yourself relevant.

“Let me tell you about the Volkswagen campaign. When we were awarded with the account the first thing we did was to spend much time in the factory in Wolfsburg, Germany. We spent days talking to engineers, production men. executives, workers on the assembly line. We matched side by side with the molten metal that hardened into the engine, and kept going until every part was finally in its place. We watched f─▒nally as a man climbed behind the steering wheel, pumped the first life into the newborn “Bug” and drove it. We were immersed in the making of a Volkswagen and we knew what our theme had to be. We knew what distinguished this car. We knew what we had to tell the American public. We had to say; “This is an honest car.” This was our selling proposition. We had seen the quality of materials that were used. We had seen the almost incredible precautions taken to avoid mistakes. We had seen the costly system of inspection that turned back cars that would never had been turned down by the consumer. We had seen the impressive eff─▒ency that resulted in such a an unbelievable low price for such a quality product, We had seen the pride of the craftsmanship in the worker that made him exceed even the high standards set for him. Yes, this was an honest car. We had found our selling proposition.” //Bill Bernbach, DDB

A brand is a promise that takes decades to build. And will be demolished in seconds.