The New Sharpie Ad Seeks to Capture the Attention of Younger Consumers
Mishal Omar — June 20, 2017 — Marketing
References: adsoftheworld
The new Sharpie ad seeks to capture the attention of younger generations that tend not to use physical design or writing-related products as much as older generations do.
While most generations grew up designing and writing on paper using pencils and markers, Millennials and Gen Z generations are more used to partaking in these activities on digital platforms. The new Sharpie ad seeks to target these generations by providing a storyline that might be more captivating to them than their older counterparts. The simple ad features what looks like a romantic storyline between two young individuals, with the woman writing and drawing images of memories she had with her boyfriend.
The end of the ad has a not-so-romantic twist, with an image of a woman that the boyfriend presumably cheated on his girlfriend with, and the strongly worded statement: "Screw You. It's Over."
While most generations grew up designing and writing on paper using pencils and markers, Millennials and Gen Z generations are more used to partaking in these activities on digital platforms. The new Sharpie ad seeks to target these generations by providing a storyline that might be more captivating to them than their older counterparts. The simple ad features what looks like a romantic storyline between two young individuals, with the woman writing and drawing images of memories she had with her boyfriend.
The end of the ad has a not-so-romantic twist, with an image of a woman that the boyfriend presumably cheated on his girlfriend with, and the strongly worded statement: "Screw You. It's Over."
Trend Themes
1. Digital Design Tools - The ad highlights the shift towards digital design tools among Millennials and Gen Z, creating opportunities for disruptive innovation in the development of user-friendly and intuitive digital design platforms.
2. Emotional Storytelling - The ad showcases the power of emotional storytelling to capture the attention of younger consumers, leading to opportunities for innovative marketing campaigns and content strategies that resonate on a deeper emotional level.
3. Visual Communication on Digital Platforms - The ad reflects the growing preference for visual communication on digital platforms among Millennials and Gen Z, paving the way for disruptive innovation in visual content creation tools and platforms that cater to their unique preferences.
Industry Implications
1. Digital Design Software - The shift towards digital design tools presents disruptive innovation opportunities for companies developing advanced digital design software that seamlessly integrates with popular platforms and offers enhanced functionalities.
2. Marketing and Advertising - The success of emotional storytelling in this ad suggests disruptive innovation opportunities for marketing and advertising agencies that can leverage emotionally resonant narratives to connect with younger consumers.
3. Visual Content Creation - The preference for visual communication on digital platforms creates disruptive innovation opportunities for companies specializing in visual content creation, from interactive design tools to social media content creation platforms.
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