The Holistic Approach.

"People's use of the internet is an extension of who they are offline. The interests they pursue offline will be what they seek online as well. Marketers should approach online consumers from a holistic approach. Instead of thinking of just eyeballs looking at a computer screen, marketers need to understand the complete individual they're targeting. What do they like to do offline? What gets them jazzed? How do they look for information? What kind of media do they like?"

Jackie Rousseau-Anderson - Forrester Analyst


via an AdAge article about a survey of American consumers showing Internet use leveling out.

It's what I think advertising should be, an attack on all fronts if you will. Although attacking makes it sound a little more morbid than I'd like. You catch my drift.

Here are two of my favorite ads right now. One is the extended Microsoft Bing! commercial; they show it at movie theaters prior to the film. (And don't think Bing is that great, but their ads are.)




The second is from the 'Go Forth' Levi's campaign. Levi's is a classic brand, and I've always loved their advertising. Bring back the blue jean 'craze'! I mean. Jeans are something today that are ingrained into all style. You can wear them in SO many situations. Dark, light (in any variant of wash!), short, long, ragged, holy, fringed, skinny, wide leg, etc, etc... That said-- who doesn't sell jeans these days? Levi's needs something to set them out as not only a brand of jeans, but THE brand. Maybe not over designer jeans, but Today's American's jean company. I think this campaign is a big step toward that, influencing the youth. Yet, does the lack of mainstream popularity hold some sort of mystery to the brand? I don't see why they aren't more popular. This campaign makes me want a pair.



Levi Strauss leads the apparel industry in trademark infringement cases-- it's amazing what you can find online http://tarr.uspto.gov/servlet/tarr?regser=registration&entry=1139254

EDIT: I found this Adage Article while still surfing around for details on the campaign. Read the comments, I think it's amusing that the target audience commenters really did enjoy the concept, while industry naysayers and the older generations of agency workers believe it's crap. Guess we'll see.