We’re all graduates in film studies

This caught my eye from an article from Monday’s Media Guardian:

“The problem brands face is that consumers effectively have a degree in film studies,” agrees Robert Senior, founding partner at Fallon, the agency behind Asda’s shift in strategy.

The article, Death of the catchphrase, examines the shift in Asda’s advertising strategy.

In summary: the formula for mainstream advertising hasn’t changed much since the 1950s. But now most TV advertising is for services not products, and consumers are more savvy and connected. Big brands have to change. Out go the catch phrases and in come the virals. This isn’t new. It’s been done by edgy brands before, but now it’s becoming mainstream.

The article suggests that in order to gain the trust of consumers a brand or company needs to have a “strong moral compass”. So, TV advertising chucks out the catchphrases and starts making stories.

It goes on to quote a catchphrase-using advertising executive who’s company is “no longer about selling and telling, it’s about building communities”.