Fit into Today’s Unconventional Advertising

October 19, 2012

Bodyform's unconventional ad

Did you see this hilarious British commercial?  Click here to see it now. 

It all started when Richard Neill posted to Bodyform’s Facebook page words expressing his humorous disillusionment with their misleading tampon advertising:

“As a man I must ask why you have lied to us for all these years,” Neill wrote. “As a child I watched your advertisements with interest as to how at this wonderful time of the month that the female gets to enjoy so many things, I felt a little jealous. I mean bike riding, rollercoasters, dancing, parachuting, why couldn’t I get to enjoy this time of joy and ‘blue water’ and wings!! “

When Richard’s comment received 80,000 likes, Bodyform responded with this comical and frank Facebook response…and it’s sparking a lot of global buzz.

According to marketer Tim Leberecht, companies are losing control of their customers and employees. “Your brand is what other people say about you when you’re not in the room,” is the old saying. But now, company owners can virtually know in real time what’s being said about them and their products. Companies increasingly are finding they need to evolve, strive for new approaches, become more humble and vulnerable, and they are challenged to portray themselves as more human.

What impact does this have on your commercial acting career?

While advertising’s goal is often to remain ahead of the curve, it’s now struggling to keep pace with today’s break-neck technological acceleration. There are so many more nontraditional, and nongeneric avenues for businesses to market themselves these days that creativity, imagination, and adaptability are being called upon–with a diminished emphasis on traditional advertising. Companies endeavoring to catch customers’ attention are relying on you to help them stand out. Whatever you do, embrace your own uniqueness and put yourself out there! Do not hold back. When you walk into any commercial casting audition room, carry yourself convinced you are an asset to that company…because you are! They need your humanness–warts and all. Do not put false requirements on yourself to mirror commercial actors you’ve seen in the past. If you’re determined to stand out in this new economy, breaking the mold is so often rewarded.

An unprecedented level of openness is required of today’s companies, and with it, an increasing emphasis on virtue. Humbled by customer remarks on the Internet, companies need you now more than ever to help them express their company’s values. So zero in on your personal integrity. If you embody a specific value, you could win the spot. If you live your life in accordance with your own personal virtues it is revealed in your movements, manner of speech, and in your very appearance. While this is by no means a new concept, it is an increasing need for modern companies. If an establishment is striving to appear more honest, for example, they will hone in on your honest face and genuine manner of speech. Think of yourself as the middleman: The company wants to emphasize shared values with the audience, and you are the personification of those values.

Keep in mind, you never know what could land you in the spotlight. It might be something other than your acting skills that gets you noticed and opens the door to a bright future in the industry. Take Richard for instance. Doubt he saw this one coming! When and if he comes forward, he’ll be greeted by a wide audience–a marketing bonanza! Living creatively is key; challenge yourself to think outside the box on a daily basis.

While many of the old styles of advertising are seeming out of touch and irrelevant, you can assess your personal strengths in the current market. Companies are in desperate need for your knack, your personality, your passion to expose vulnerability and virtue, your charisma and your yutzba to represent their products. Your contributions are a big deal; your talent is valuable. Own whatever it is that makes you unique and dare to put yourself out there unabashedly and proudly…an asset to any business.