Seems that viewers have very little real hate for advertising. Sure they may say they don't like seeing any commercials -- or specific ones for say Chrysler, Sprint or the Disney movie "John
Carter."
But what do they really do about this dislike? Fast-forward through a commercial with their DVRs? Flip to another network or station? (Old-school approach, for sure). But how often
does hatred run so deep that consumers literally tear down an ad?
Recently, some U.K. soccer fans -- a group known for its emotional and ebullient support -- ripped down some in-stadium advertising. It seems those
fans didn’t like the new name for a soccer park: Sports Direct Arena, named for U.K.-based sports retailer Sports Direct. They would have rather had the old name -- St. James Park -- so they
spray-painted it on some walls. (Ah, there you have some engaged consumers!)
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Since the dawn of time – or at least since the time of the first bit of billboard advertising -- mustaches
and colorful language have been just some of the stuff added to posters and the like. That's a different kind of engagement.
In recent years, U.S. advertisers have encouraged consumers in
social media areas to come up with their own commercials for the Super Bowl and other events. But outright loathing of existing TV advertising isn't always given a high profile here.
Digitally
speaking, it's tough to see how consumers could do the same for television as what the U.K. soccer fans did to Sports Direct.
In that spirit, though, maybe for the next wave of social media
consumer awareness, companies should start something new and different: a consumer campaign that says, "Rip Our Advertising, Right Here. Print Our Logo. Then Wail Away"?
No worries. Hate
is always a close relative of love.