Even Al Reis says advertising is dead in this long but rather good (for Al Reis) article in Ad Age. Why is it dead? All you have to do is read the last two sentences of the article:
As a brand expands into different varieties and different categories, the brand itself loses its ability to stand for anything specific. And if a brand cannot stand for something specific, it cannot be advertised in an effective way.
But if a brand can’t be advertised in an effective way, can it still be experienced in different ways? I think the answer is yes, and that’s why I think experiential is the saviour of advertising. I’ll ask Al to write about that. After all, he applauds the Hyundai Assurance program — which is deeply experiential — as a paragon of the future. And have you noticed how many ads on TV are just brand experiences caught on camera?