{"id":5426,"date":"2023-08-28T01:13:25","date_gmt":"2023-08-28T05:13:25","guid":{"rendered":"https:\/\/advertisingweek.com\/aw360\/2023\/08\/28\/when-life-needs-and-escape-button-we-can-be-the-antidote\/"},"modified":"2023-08-25T10:15:17","modified_gmt":"2023-08-25T14:15:17","slug":"when-life-needs-and-escape-button-we-can-be-the-antidote","status":"publish","type":"post","link":"https:\/\/advertisingweek.com\/aw360\/news\/when-life-needs-and-escape-button-we-can-be-the-antidote\/5426\/","title":{"rendered":"When Life Needs and Escape Button, We Can Be the Antidote"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\"><em>By Marianne Bellorin, Brand Strategist, VCCP<\/em><\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Day-to-day life can be trying at the best of times. Think about it. If it\u2019s not a deadline that\u2019s threatening you, bills, taxes, or the dentist (always the dentist) will. This is the regular life we live outside of the 24 hour news cycle. According to\u00a0<a href=\"https:\/\/www.gwi.com\/hubfs\/Downloads\/News_Consumption_Report.pdf\">GWI<\/a>, six in ten internet users keep up to date with the news online. We\u2019re jumping from\u00a0<a href=\"https:\/\/www.nytimes.com\/2023\/07\/18\/us\/smoke-wildfires-nc-georgia.html\">one wildfire<\/a>\u00a0to the\u00a0<a href=\"https:\/\/www.theguardian.com\/environment\/2023\/jun\/10\/australia-firefighters-fire-crews-prepare-for-return-of-el-nino-bushfire-season-smoke-hazard-reduction-burns\">next<\/a>\u00a0witnessing wars on\u00a0<a href=\"https:\/\/edition.cnn.com\/europe\/live-news\/russia-ukraine-war-news-07-23-23\/index.html\">borders<\/a>\u00a0and wars on bodies.\u00a0 So, if the Slack notifications from your boss weren&#8217;t enough to give you a Sunday-Scaries stroke, Google Alerts about the world collapsing probably will.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">This business requires us to meet the cultural moment we\u2019re living in. But how can we do that without piling onto the negativity? For the past few years, a spoonful of purpose has served as the go-to antidote for this near unanimous burnout. Now, I think we\u2019re guilty of overdosing on it. Once upon an unprecedented time, an influx of COVID-19 ads all used the same\u00a0<a href=\"https:\/\/www.youtube.com\/watch?v=vM3J9jDoaTA\">somber piano music<\/a>. To this day, I\u2019m triggered. From my perspective, advertising doesn\u2019t always need to spell out the reality we\u2019re living in; self-aware content isn\u2019t always that soothing. There\u2019s a better medicine against despair. So, while purpose has its place in telling powerful stories, it can\u2019t be our only tool for engaging audiences<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">A history of past crises proves that serious times sometimes demand a not so serious response. When you take a look at the percentage of comedy films released between 1929 and 1945, the most sizable spikes occurred after turbulent times: The Great Depression, and World War II. Post 9\/11, an\u00a0<a href=\"https:\/\/drive.google.com\/file\/d\/1faUNhfa4pxfzLi3PGCSLkDVyi9b-UDnA\/view?resourcekey\">influx of fantasy films<\/a>\u00a0allowed us to live in fantastic alternate realities. From Potter to Pixar with\u00a0<em>Avatar<\/em>\u00a0in between, we disconnected from the everyday doom and gloom and reconnected with ourselves through laughter and imagination. Throughout COVID, we had everything from\u00a0<em>Tiger King<\/em>\u00a0craze to a never-ending\u00a0<em>Drag Race<\/em>. Life needs an escape button and, oftentimes, there\u2019s no better escape button than comedy.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">As an industry, we need to embrace creative storytelling and ditch the desire to spit utilitarian facts. Two of the biggest cultural icons of the past five years,\u00a0<a href=\"https:\/\/www.youtube.com\/channel\/UC_uMv3bNXwapHl8Dzf2p01Q\">Lil Nas X<\/a>\u00a0and\u00a0<a href=\"https:\/\/www.youtube.com\/@OliverTree\">Oliver Tree<\/a>, have reached international stardom because they don\u2019t shy away from nonsense. Rather, they\u00a0<em>indulge<\/em>\u00a0in it. These masters of mischief live in a fantasy world of their own creation inviting fans along for the ride. In Lil Nas X\u2019s universe,\u00a0<a href=\"https:\/\/satan.shoes\/\">Satan Shoes<\/a>\u00a0can exist (well, until you get sued by Nike that is). In the Oliver Tree dimension, you can\u00a0<a href=\"https:\/\/www.youtube.com\/watch?v=CkYzgeVkI1A&#038;t=17s\">prank<\/a>\u00a0Atlantic Records into funding the 34th most expensive\u00a0<a href=\"https:\/\/www.youtube.com\/watch?v=NqpnbSFprB4\">music video<\/a>\u00a0of all time. They\u2019ve crafted their own brands that give them otherworldly freedom, so why can\u2019t we?<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Even the most established brands don\u2019t need to be serious all the time. This year, Louis Vuitton partnered with\u00a0<a href=\"https:\/\/www.instagram.com\/kidsuper\/\">KidSuper\u2019s<\/a>\u00a0Colm Dillane to bring us\u00a0<a href=\"https:\/\/www.youtube.com\/watch?v=f68Z4tBDvOc\"><em>Funny Business<\/em><\/a>, a runway show turned comedy special. Fashion houses typically require a straight face in exchange for a front row seat \u2013<a href=\"https:\/\/www.instagram.com\/tommycashworld\/?utm_source=ig_embed&#038;ig_rid=f7503f23-0d7b-468a-b053-25826b420918\">no matter what<\/a>. Louis Vuitton challenged this very behavior, creating a unique moment in culture and connecting with consumers in the process.Most of the time, however, it\u2019s the challenger brands that inspire a cultural reset. Liquid Death is proof that leading with laughs can turn \u201c<a href=\"https:\/\/open.spotify.com\/track\/4o95AWZtLsZ7UoxvpxAY5C\">the dumbest name<\/a>\u201d and a simple Facebook post into a $700 million water brand. CEO Mike Cessario proudly pushes the comedy agenda: \u201cWe want to actually entertain people<\/p>\n\n\n\n\n<p>[and]<\/p>\n\n<p class=\"wp-block-paragraph\">make them laugh in service of a brand. And if you can do that, they&#8217;re going to love your brand because you&#8217;re giving them something of value. You&#8217;re actually making them laugh.\u201d Now that\u2019s refreshing.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">We as marketers have an opportunity to lean into a gear shift. By leaning into comedy, into creativity, our industry has an opportunity to drive the direction of culture, something that advertising, at its best, has always done.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>By leaning into comedy, into creativity, our industry has an opportunity to drive the direction of culture, something that advertising, at its best, has always done.<\/p>\n","protected":false},"author":7,"featured_media":5427,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","editor_notices":[],"footnotes":""},"categories":[1],"tags":[7],"topics":[2],"class_list":["post-5426","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-news","tag-storytelling","topics-editorial"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v28.0 (Yoast SEO v28.0) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ 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