ATL inspiration from digital consumers

You can just see the conversation that ran between the planner and creatives in the development of these two ads. "kids today steal their music, their computer hard disks are graveyards for obscure eclectic mp3s, the ipod shuffle has fuelled kids' short attention spans by encouraging them to skip anything they don't like even after only a couple of seconds." At this point someone probably piped up with a little whine about the "death of the album"etc. but then having got this off their chest everyone got back to work.

Either way however transparent the thought that led to the concept may have been, it is nevertheless valid and it is nice to see a consumer's digital behaviour being recognised as the most significant jump off point for an ATL creative execution. Times they are a changing. The only other ad I can think off in this regard is that god awful spot by PC World where they talk about most consumers researching computer purchases online before coming in store.

I actually prefer the Coke execution for its surreal quality (although I feel it may have been ill advised to black the guy up quite so terribly) but the Pepsi range ad delivers the shuffle insight more succinctly. Shame it seems like we've seen it before though?

Coke side of music

Pepsi range