A popular print advertising technique involves showing potential customers desirable scenes. This Children's of Alabama campaign quite clearly does the opposite of this -- unless you can somehow appreciate the baffling behavior of tweens. Each of these three photos paints a picture of common inconveniences in mothers' and fathers' lives, but makes a point to emphasize how wonderful those moments are.
Scout Branding of Birmingham took a snapshot of a disorderly boy in his bedroom, a girl distracted by cellphone conversations and a pair of youthful legs exhibiting a tacky fashion statement. The Children's of Alabama campaign states that "All parents should have to go through this," because its doctors want to see "every child grow up to enjoy their teenage years."
What's Driving This Trend
- Anti-marketing
- Disruptive innovation opportunity: Appeal to customers by showing them the reality of their lives, rather than idealized versions of it.
- Authentic Marketing
- Disruptive innovation opportunity: Build trust by using unedited, relatable images and messaging in advertising.
- Reverse Psychology Marketing
- Disruptive innovation opportunity: Use unconventional tactics to attract customers by subverting their expectations.
Who This Affects Most
- Healthcare
- Disruptive innovation opportunity: Develop ad campaigns that prioritize patients' quality of life over idealized notions of wellness.
- Marketing and Advertising
- Disruptive innovation opportunity: Offer clients unconventional campaigns that emphasize authenticity and relatability.
- Fashion
- Disruptive innovation opportunity: Create campaigns that embrace individuality and challenge traditional beauty standards.
