The new Sharpie ad campaign focuses on the story of coffee cup artist Cheeming Boey. The Malaysia-born artist creates fantastically detailed creations on standard coffee cups. Cheeming describes that growing up, he was not good at math or English and found a natural home in the arts.
The Sharpie ad campaign follows Cheeming in his home, where he reveals his plan to travel and see the world creating his art. The ad certainly portrays an attractive lifestyle: an artist who creates works that he loves finally setting out to travel the world. Sharpie has created a campaign that captures the imagination.
Implications - Youth consumers are attracted to alternative lifestyles that differ from those of their parents. This desire stems from a desire for freedom and mobility. Companies should take this mindset into account when creating products or campaigns for this group.