The Day after Tomorrow

We’ve just passed one of the advertising storms when everybody converged to the same topic. 21st of October was the date when Marty McFly from ‘Back to the Future II’ was reaching the future. I think nobody missed it. He arrived yesterday. And then, a lot of brands decided that it was the perfect occasion to pay a tribute and leverage them to create some original piece of work to get to the affect of the consumers. These are few examples here. Some are far-stretched, some are just small hints, few are totally legitimate as they were part of the predictions and some other are completely on the spot.

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We will not get ourselves into the big debate if the film crew cracked up the features of our nowadays life from 1985. I’m sure you’ve seen a lot of videos comparing what was available and was not. Some people are saying this is quite some amazing guess; some others are not very impressed, underlining a lot of imperfections or proving that the brands were boosting their innovation power to get ready for the date (why the hell Lexus was involved in making a Hover Board…).

The real debate is more about the overdose I personally lived yesterday. I’m not a big fan of ‘Back to the Future’ trilogy but this is not the topic here. We’ve been bombarded by messages, references, brands that wanted to be part of the event. There was definitely a ‘feeling of too much’. And this is the problem of what I would call ‘buzz traffic jam’. Everybody wants to communicate at the same moment, on the dates that seem promising to get people’s attention and engagement. And it creates a chaotic noise with the same subject, the same scenery, the same actors, the same look & feel. And I’m not sure any of the brands will be really standing out in this case, having spend millions to make their point. Maybe the companies should not be choosing their moments to buzz when everybody will be there but when it makes more sense for them – according to their brand platform for instance. Well, I’m used to say the cultural context is really important; maybe we just crossed the line over here.

So what happens the day after tomorrow? All those ideas will be certainly forgotten. Until the next big day. I think the doc got it all ‘The Future is Whatever you Make it’.


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