How not to mock your audience - Marketing

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class="col-12"> <div class="row"> <div class="col-1"></div> <div class="col-lg-10 col-12"> <article class="story m-2">  <div class="template__header modifier--open ">  <h2 data-layout="story" data-id="1141402" class="story__title size-ten text--300 mt-4 "><a href="https://web.archive.org/web/20170726053207/http://aurora.dawn.com/news/1141402/how-not-to-mock-your-audience" class="story__link"><strong>How not to mock your audience</strong></a></h2> <div> <span class="size-three"> Published in Jan-Feb 2016 </span> </div> <div class="story__meta size-four my-2">By <a href="https://web.archive.org/web/20170726053207/http://aurora.dawn.com/authors/3359/muzaffar-manghi">Muzaffar Manghi</a></div>  <div class="story__excerpt size-five text--300 my-2 ">If we want people to like us advertisers again, we have to give them some respect and some reward for their time. </div> </div>   <div class="template__main modifier--open "> <div class="slideshow slideshow--main " data-slick="{"dots":true,"dotsClass":"slideshow__pager","asNavFor":null,"cssEase":"ease","speed":250,"autoplaySpeed":4000,"slidesToScroll":1,"slidesToShow":1,"fade":false,"autoplay":true,"infinite":true,"responsive": [{"breakpoint": 720,"settings": {"slidesToShow": 1,"slidesToScroll": 1}},{"breakpoint": 480,"settings": {"slidesToShow": 1,"slidesToScroll": 1}}]}"> <div class="slideshow__slide slideshow__slide--first slideshow__slide--horizontal" style="">  <figure class="media media--stretch col-12 px-0 "> <div class="media__item "><img src="https://web.archive.org/web/20170726053207im_/http://i.dawn.com/large/2016/02/56ba544bd9472.jpg" alt="Illustration by Creative Unit."/></div> <figcaption class="media__caption media__caption--white">Illustration by Creative Unit.</figcaption> </figure> <div class="clearfix"></div> </div> </div>  <div class="story__content text--400 pt-4 story__content--normal "><div style="display: none"><ul class="story__toc" style="display: none"> <li> <a href="#toc_0">The reason why certain advertising in Pakistan are so liked by people is not because of the severe migraine inducing strategic and intellectual orgy that took place in the ad agency’s boardroom; it is because the people making those ads understand that in a stressful country like Pakistan, people want to be entertained.</a> </li> </ul> </div><p class="">So you have a CEO and his driver. Both spend the day together (more or less) and eventually go home together. Each one has his own burdens and challenges. The CEO facing taxes, staff demands, competition and production challenges; his driver facing relentless traffic, uncompromising potholes and an often upset boss.</p><p class="">Both work for a living and feel entitled to comforts in life – however these entitlements may be defined. Both probably have an occasionally irate wife, a bunch of kids, bills, schooling, fear of being caught in the next bomb blast, getting mugged, health concerns and maybe a <em>paan</em> or smoking habit. </p><p class="">Both are exposed to an onslaught of bad news in most conversations regarding their country, city and homes. Everything it seems is under threat. </p><p class="">They may have desensitised themselves to these worries (like most Pakistanis) but they still take their toll. The different parts of their day collectively make it a very, very long one. </p><p class="">This applies to you as well. If you think about it, your day too is filled with events, concerns, thoughts and people, all of which don’t bode well for your future. </p><p class="">Not to say that there aren’t moments of victory and joy. Of course there are. But by and large, as a society, the conversations around us, the vibe and texture, seems focused on the bad news. Scroll through your timeline if you disagree. </p><p class="">(I am now assuming the point that the emotional requirements and demands are the same or similar for people from completely different demographics, has been made.) </p><p class="">Now when both these gentlemen come home, flip open their Facebook (your driver has a Facebook account, get over it), or they watch TV, what exactly are they trying to do? Overload with more information? Make their lives tougher? Nope. All they are trying to do is take a little break from the insanity that has chased them all day. Isn’t that essentially why you watch TV or go on Facebook?</p><p class="">And in the middle of this well-earned and much deserved break, along comes, advertising. </p><p class="">Yes, glorious, highly effective advertising, sometimes designed to terrify with hidden germs, or conversely, charm with a 40-something mother of three who looks like she is 26, and probably is. Or with food that will never look like food at home, or air conditioners that calculate a nightly bill based on a room temperature of 28 degrees centigrade. This list of re-engineered truths could go on and it wouldn’t matter, because this rant is not about people hating advertising because of re-engineered truths. People expect lies and accept them as a part of life. </p><hr> <h4 id="toc_0">The reason why certain advertising in Pakistan are so liked by people is not because of the severe migraine inducing strategic and intellectual orgy that took place in the ad agency’s boardroom; it is because the people making those ads understand that in a stressful country like Pakistan, people want to be entertained.</h4> <hr> <p class="">The reason people hate advertising is because of how insulting the advertising version of the truth sometimes is. How little imagination the story has, and how serious the whole affair is. People are emotionally intelligent, driver and CEO alike. </p><p class="">Many argue that advertising as a concept is worthy of cynicism and I struggle to give examples where it deserves anything but. Consumers see an ad and think “they want my money”, and well, they are right. Advertising largely wants to keep money in rotation, or at least influence behaviour that will keep money moving.</p><p class="">The insulting part is the lack of context. I will give you an example. Take Christmas and Ramazan. (Please don’t see this as a <em>desi</em> versus <em>gora</em> advertising debate; most western advertising is pretty appalling too.)</p><p class="">Every year, John Lewis acknowledges the Christmas spirit and tells a story that is not only insightful, but entertaining, within the atmosphere of celebration, togetherness and giving. </p><p class="">Note how this year’s John Lewis campaign did the exact opposite. They used fear and loneliness among the elderly to evoke the sense of Christmas, and being a retailer, they wanted people’s money too. Yet, it was still liked. It hit the mark. </p><p class="">People give their time and money to people and things that they like. Fact.</p><p class="">What made it so likeable? It was a good story. People ‘liked’ watching it. It didn’t talk down to viewers; it didn’t bring pretentious boardroom ideas of what a middle class home looks like. Simply put, it was selling the usual bullshit without bullshitting the audience. The campaign respected the audience, just like any good performer. That is all people want; that when a brand interrupts their time – show some respect and make them feel rewarded. </p><p class="">Compare this with a Pakistani Ramazan ad. Year after year, 99% of Pakistani advertisers refuse to acknowledge that the Ramazan climate is irate and hungry, people are generally pissed off because of the forced piety. When Pakistani Muslims come home during Ramazan and sit around the <em>iftaar</em> table (after dealing with the same day our driver and CEO have) what they basically get is either bad news amplified and sensationalised on TV, or Ramazan ads interrupting their favourite TV shows. Ads that mock them by portraying lives which are untrue in order to blatantly sell stuff. At least John Lewis made the effort to seem honest.</p><p class="">The reason why certain advertising by some brands in Pakistan are so liked by people and score so high in research (hint: one is orange, the other sells in pairs and the third looks like milk) is not because of the severe migraine inducing strategic and intellectual orgy that took place in the ad agency’s boardroom; it is because the people making those ads understand that in a stressful country like Pakistan, people want to be entertained. In the middle of a horrid news break, they could use a cheerful tune, a funny joke, or a dramatic dance routine. That is what clutter breaking is. The context of the clutter itself. Where Christmas was the clutter that John Lewis broke, our negative and anxious social fabric is the clutter we need to break. </p><p class="">A sad, clichéd, heavily worded, unreal, animated story does not make for a good commercial break. It’s not even our break; it’s the consumer’s break. Audiences may be stuck with whatever we throw at them on billboards, radio and TV. They don’t have a choice. As advertisers, WE have that choice and we make it for them. </p><p class="">If we want people to like us again, we have to give them some respect, some reward for their time. </p><p class="">It was never about the lies; it has always been about the box they are presented in.</p><p class=""><em>Muzaffar Manghi is General Manager, Adcom Leo Burnett Pakistan.</em> </p> </div> </div>   <div class="template__footer modifier--open "> <div class="my-2 clearfix">  <button class="social social--button float-left pr-2 pl-0 " aria-hidden="true"> <svg xmlns="http://www.w3.org/2000/svg" viewbox="0 0 16 16" class="_1pbq"> <path fill="#ffffff" fill-rule="evenodd" d="M4.55,7 C4.7984,7 5,7.23403636 5,7.52247273 L5,13.4775273 C5,13.7659636 4.7984,14 4.55,14 L2.45,14 C2.2016,14 2,13.7659636 2,13.4775273 L2,7.52247273 C2,7.23403636 2.2016,7 2.45,7 L4.55,7 Z M6.54470232,13.2 C6.24016877,13.1641086 6.01734614,12.8982791 6,12.5737979 C6.01734614,12.5737979 6.01344187,9.66805666 6,8.14398693 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title="2016-02-25T19:45:24+05:00">Feb 25, 2016 07:45pm</span></span> </div> <div dir="auto" class="comment__body clearfix"><p>Great article non-stop reading. </p> <p>The main point is to gain the trust of consumer because when you get that, then they are more likely to spend their money on your brands and this can be done by simply caring about them and socially responsible, for sometime (occasionally such as Eid or other such), our ads primary aim should be to gain the trust of our audience.</p> </div> <div class=""> <input type="button" value="Reply" data-name="Abdul Wadood" class="button button--short mr-2 comment__reply caps text--gray"/> </div> </div>  </div>  </div>  <div class="comment pb-4 mb-4 border--bottom" id="5637"> <div class="row"> <div class="col-11"> <div class=""> <span class="comment__author size-four caps float-left text--gray">Noman Khan</span> <span class="timeago comment__date caps size-four pb-2" title="2017-07-24T14:00:04+05:00"><span class="timestamp--time timeago" title="2017-07-24T14:00:04+05:00">Jul 24, 2017 02:00pm</span></span> </div> <div dir="auto" class="comment__body clearfix"><p>The notion that has been circulating in my head for a while has been articulately penned-down by Mr. Muzaffar Manghi. Really appreciate your work, sir.</p> <p>It's a high time that the advertising companies come clean and honest with their audience. Highly glamorous and not-so-true-to-life facts presented in the ads do little but to make the audience run away from them.</p> <p>Empathy, honesty and genuine will to benefit the consumers is what will drive the product sales.</p> </div> <div class=""> <input type="button" value="Reply" data-name="Noman Khan" class="button button--short mr-2 comment__reply caps text--gray"/> </div> </div>  </div>  </div>  <div class="comment pb-4 mb-4 border--bottom" id="5638"> <div class="row"> <div class="col-11"> <div class=""> <span class="comment__author size-four caps float-left text--gray">ahmad</span> <span class="timeago comment__date caps size-four pb-2" title="2017-07-24T15:06:20+05:00"><span class="timestamp--time timeago" title="2017-07-24T15:06:20+05:00">Jul 24, 2017 03:06pm</span></span> </div> <div dir="auto" class="comment__body clearfix"><p>Orange is ufone, theother 2 have me stumped at the mo..sell in pairs & looks like milk..help me out some1 please</p> </div> <div class=""> <input type="button" value="Reply" data-name="ahmad" class="button button--short mr-2 comment__reply caps text--gray"/> </div> </div>  </div>  </div>  <div class="comment pb-4 mb-4 border--bottom" id="5639"> <div class="row"> <div class="col-11"> <div class=""> <span class="comment__author size-four caps float-left text--gray">Nayyara</span> <span class="timeago comment__date caps size-four pb-2" title="2017-07-24T17:22:41+05:00"><span class="timestamp--time timeago" title="2017-07-24T17:22:41+05:00">Jul 24, 2017 05:22pm</span></span> </div> <div dir="auto" class="comment__body clearfix"><p>You can start 'giving respect' by: a) Not beginning your article with a bunch of assumptions--the most offensive of which is that the CEO is always a man, who often has an 'irate' wife. b) Are you sure people actually 'like' ads (in Pakistan)? Any data to back this?</p> </div> <div class=""> <input type="button" value="Reply" data-name="Nayyara" class="button button--short mr-2 comment__reply caps text--gray"/> </div> </div>  </div>  </div>  <div class="comment pb-4 mb-4 border--bottom" id="5684"> <div class="row"> <div class="col-11"> <div class=""> <span class="comment__author size-four caps float-left text--gray">Tyrone</span> <span class="timeago comment__date caps size-four pb-2" title="2017-07-26T01:57:32+05:00"><span class="timestamp--time timeago" title="2017-07-26T01:57:32+05:00">Jul 26, 2017 01:57am</span></span> </div> <div dir="auto" class="comment__body clearfix"><p>Wow bro you rock as always except for assuming that the CEO or driver was a man. :) Anyway bring the change, we need it, fire a few clients, hire some dare devils and set this mediocre mired industry a fire.</p> <p>Light the fuse</p> </div> <div class=""> <input type="button" value="Reply" data-name="Tyrone" class="button button--short mr-2 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