The 'Indie Coaching' commercial for Primavera Sound 2013, in collaboration with Heineken, features hipsters being trained to be genuine. Promoting the Primavera Sound Festival, the advertisement plays on the general dislike for stereotypical hipsters present in many music festival attendees.
In preparation for the Primavera Sound Festival, hipsters are coached out of their usual antics in this campaign. A stern coach inspects potential festival-goers and judges them based on their authenticity. Those judged as inauthentic are harassed and asked to leave in a schadenfreudic display for the viewer.
The commercial also outlines general rules for music festival clothing through the coach's comments. 'Indie Coaching' implies that attendees should avoid pretending to be fans of indie bands. In addition, the coach comments that "wearing the band's t-shirt to a concert is just not cool."
Hipster Reform Campaigns
Primavera Sound's 2013 'Indie Coaching' Ad Has Hipsters Being Trained
Trend Themes
1. Hipster Reform - Businesses could invest in campaigns promoting authenticity and rejecting stereotypes, particularly in the fashion and music industries.
2. Genuine Marketing - Businesses could market their products as genuine and authentic to appeal to the growing demand for authenticity, across all industries.
3. Anti-hipster Sentiment - There is a rise in anti-hipster sentiment, which presents an opportunity for businesses to capitalize on backlash culture, particularly in the entertainment and retail industries.
Industry Implications
1. Fashion - The fashion industry could disrupt traditional marketing techniques by promoting authenticity and rejecting stereotypes, as well as redefining what is considered fashionable.
2. Music - The music industry could disrupt festival culture by redefining what is considered cool and promoting genuine appreciation of music over trend-following.
3. Beverage - The beverage industry could tap into the demand for authenticity by marketing their products as genuine, craft, or artisanal.