More Creative Ads Won’t Make Consumers Pay Attention — Better Delivery Will

March 8, 2022

At the dawn of television, brands were the benefactors of magic.

Suddenly, there appeared this box in your house, and when you turned it on, you could see and hear another human being in your living room. It was captivating.

Brands brought you the content. A spokesperson who was dressed in their Sunday best would introduce themselves with the politeness and gratitude of a guest in your home, which is not far from what they were. At the end of the show, the spokesperson would come back and demonstrate the product and ask you to consider buying it the next time you were at the store…

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