The experience may make advertising authentic again.
I've been harping lately that the future of our industry is found in the bridges we build between digital and physical experiences. Take, for instance, this freakin' awesome experience / stunt for Mitsubishi from 180 LA.
But I've also been noticing that experiential campaigns are now being filmed and edited to be used as TV commercials. Is experiential marketing become an increasingly-used component of traditional ad shops who need to show authentic customer experiences? Seems that way.
How about the latest spots for Hyundai? It's a bunch of test-drives (the ultimate experiential campaign for the car industry) edited together into a spot.
Or the spots for Dominos? A bunch of real-life experiential tactics caught on camera and packaged as a series of commercials.
[Full disclosure: I work for CP+B, which created the Dominos campaign.]
But what gives? Is traditional becoming dependent on experiential, as much as digital is? Maybe. Just maybe.
Isn't it time that commercials begin to portray authentic customer experiences, instead of glorified and often untruthful product attributes? I think so.