I only caught the last 20 minutes of Trust Me, the show on TNT, but I was impressed by what I heard.
Mason was giving a nuanced discussion of a campaign idea. What a nice change, I thought, from the usual approach. You know, the one that treats the ad biz as a domain of scoundrels and the home of dumb discourse.
But what really caught my attention is that the brand at issue is Dove. Not a pretend brand but the real thing.
So this is a case of product placement. But instead of the usual, "oh, look, that characters using our product" we get something vastly more interesting and perhaps even revolutionary.
In effect, Dove is putting its meaning manufacture under glass. Or a facsimile thereof. It is giving the consumer the opportunity to go "behind the scenes" and see the kind of creative work out of which Dove marketing and advertising comes. How very risky and how wonderful.
But it certainly suits the new mood of marketing, the one that leans more and more in the direction of full disclosure. And we can imagine having access to a website that allows us to look in on real footage of real creatives as they really put together the current campaign.
Consumers are now so very media savvy, we can rest assured they would not take this in the wrong spirit. No, I think we can rely upon them, "Oh, so that's what you were thinking. I wouldn't have done it that way. Still…" At the very least we could have the director's cut of the ad complete with Voice Over commentary, the sort of thing we get on DVDs.
We want a participatory, engaged consumer? This is an option we should explore.
Hat's off to Hunt Baldwin and John Coveny, creators of Trust Me. The TNT website tells us that Baldwin and Coveny who have a combined total of over 20 years of experience in the advertising world having worked for J. Walter Thompson and Leo Burnett Advertising in Chicago