Maury Postal is associate creative director at Social@Ogilvy. Follow him on Twitter @mopostal.
In our modern age of hyper-communication, simple written language is no longer simple. To communicate effectively in the present, we must embrace the endless possibilities that exist beyond the written word. The essence of a complex emotion can now quickly be expressed through a few frames of thoughtful and captivating motion.
How did we get here? Through the evolution of an early, entirely functional file format, the GIF. Originally meant to transform the Internet into a more visual world, the GIF is now the common platform for portable, delightfully out-of-context entertainment. The genesis of this newfound fanaticism over small units of repetitive scenery is firmly rooted in past and present human behavior. Throughout history, there have been many instances of honest entertainment starting with the observation and celebration of simple, memorable moments in the physical world.
As marketers, we must come to terms with the return of simple emotional pleasures. As volatile as real emotions are, these can be manifested through the expression of many logical feelings or become something of a true spectacle, bordering on the absurd and irrational. Whatever their form, they all must to be relatable and repeatable. The very nature of society can be synthesized down to an asynchronous, platform-agnostic, meme-friendly set of imagery.
Embracing and understanding the cultural nuances of the moving image is only part of the equation. Applying those learnings in a smart, fluid and expressive manner is the only way for a modern brand to form a tightly knit emotional bond with the very people who communicate and share with their hearts, instead of solely listening to their heads.
For Lincoln, for example, we challenged ourselves to redefine what the essence of the brand would look like to a group of people that now communicate through emotion-defining imagery. To do this, we couldn’t pull from the past. Instead, we had to interpret what larger cultural elements would resonate and reinforce the soul of the reborn automaker. We focused on how an entire state of mind could characterize a simple moment in time: seducing and enchanting the cultural zeitgeist into being a part of our animated Shangri-La, while preparing a new future for the brand.
.gif via Kyle Fewell
Why a DTC jewelry company is placing its bets on organic growth via TikTok
As TikTok continues to grow in popularity, a jewelry startup is hoping to capitalize on its organic growth.
‘Harder to dispute’: Ebiquity CEO on why advertisers are slowing spending in the Google-Facebook duopoly
It’s deja vu all over again with this sort of rhetoric. This time, though, it's not just big brands that are apprehensive about putting more dollars into Google or Facebook. It's the smaller ones -- the ones that account for the bulk of cash spent on those ads.
Why a sports betting company will brand the new train line to MetLife Stadium
As part of this effort, a variety of print and digital assets have been developed, as well as the official rebranding of all of the NJ Transit system's signage and advertising to accommodate the new rail line. A clear understanding of the financial agreement was not provided.
SponsoredHow FAST channels are redefining primetime opportunities for advertisers
How Squarespace is marketing more directly to the creator economy
With new features and ads, Squarespace is the latest tech company to market more directly to creators
Member ExclusiveMarketing Briefing: With pressure mounting on Q4, some marketers are planning to roll out holiday sales early
Marketers are rolling out holiday marketing and sales early as economic uncertainty persists and pressure builds for the fourth quarter.