1ST rule of Youth Marketing 'BE COOL?'
I was at a youth conference quite recently and I remember a 50 year old man on stage who resembled more of a stoned car salesmen with a 9 point plan talking about how to 'target' youth. Right before the toothpicks holding my eyes open snapped, I recall a slide telling me that i need to 'BE COOL'. Which made me think of the plethora of youth marketing rubbish out there that follow the same yesteryears zeitgeist emulation strategy as the man lecturing me. I started thinking of the abundance of mind boggling slogans and scripts crafted for youth that are 'as cool' as your drunk dad dancing the watusi on your 16th birthday party…
Youth nowadays (losely defined as anyone with an alter-identity in the virtual world) can spot a fake a mile away.
Ok, so the point I'm getting it is that Y&R (i think it is Y&R and if it isn't please sub in the respective agency responsible for this spot)seemed to have missed that conference I went to, enabling them to do something that in my personal and ,contrary to popular belief humble opinion is pretty damn good!
I love this spot, think it's great and I am seeing loads more Ford Edge's on the street so I'm both assuming and hoping it is effective.
So hats off to the people responsible for this spot not to mention the music selection, I'm actually trying to find the title for.