Step into the Metaverse

Chapter 5Unbounded Creativity for Brands

Beyond flash

“Technology is a glittering lure. But there's the rare occasion when the public can be engaged on a level beyond flash—if they have a sentimental bond with the product.”

Don Draper, Mad Men

This quote by Don Draper is probably one of the most well-known quotes from the show, and it still holds true. In today's world, thanks to the tsunami of data, it has become easier than ever before to target exactly the people you want. Spend enough money on hyper-targeted and personalized ads, and you are guaranteed to get eyes on your ad. But those eyeballs don't necessarily mean success. On the internet, the attention timespan of people is only a few seconds, and the infinite scrolling trap ensures people will have forgotten the ad again the moment something new pops up on their screen. The quality of the majority of advertising online is (below) average, which means that the moment something comes by that creates an emotional bond with them, something with actual substance, it will stand out and have an impact.¹⁶⁵

During Mad Men's time, in the 1960s, the era of mass marketing had just begun. Thanks to radio and television, it had become possible to reach large groups of people with a single company's message. This also meant that the message better be good because it was not possible to adjust the message per target group. It had to be a concise and clear offer that resonated with the intended audience. Over the years, this mass ...