Comments on: Shot to perfection http://www.talkablelikeable.com/759/ Get famous, stay relevant Fri, 23 Dec 2011 15:54:38 +0000 hourly 1 http://wordpress.org/?v=3.3.1 By: Callum http://www.talkablelikeable.com/759/comment-page-1/#comment-262 Callum Wed, 20 Jan 2010 08:22:45 +0000 http://www.talkablelikeable.com/?p=759#comment-262 You know what Carl, this really reminds me of the traditional Jack Daniel’s advertising – black and white vintage shots of craftsman. In today’s mass-produced, factory packaged society, consumers seek authenticity. Like Jack Daniel’s, Intelligentsia has employed a wonderful strategy here, focusing purely on authenticity and craftsmanship. Why use aspirational gimmicks and clever advertising when the company clearly (at least that is what this video makes us believe) has a product as good as this. I think that this marks a very real shift from ‘macro advertising’ to ‘micro advertising’. Helped along by Social Media, consumers now organise their own contact and interact with brands on their own initiative. Consumers are much more likely to connect with a passionate barista than a global corporate ‘message’. Great campaign – nice find! You know what Carl, this really reminds me of the traditional Jack Daniel’s advertising – black and white vintage shots of craftsman. In today’s mass-produced, factory packaged society, consumers seek authenticity.

Like Jack Daniel’s, Intelligentsia has employed a wonderful strategy here, focusing purely on authenticity and craftsmanship. Why use aspirational gimmicks and clever advertising when the company clearly (at least that is what this video makes us believe) has a product as good as this.

I think that this marks a very real shift from ‘macro advertising’ to ‘micro advertising’. Helped along by Social Media, consumers now organise their own contact and interact with brands on their own initiative. Consumers are much more likely to connect with a passionate barista than a global corporate ‘message’. Great campaign – nice find!

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