I picked up on this during the Super Bowl last month—commercials that seemed so out there they seemingly made little sense—at least to me. There’s always been this creative ad agency itch to win an ADDY or a CLIO with a creative approach that may not sell cars, but most assuredly attracts attention.
Then I read about it in Branding’s Mag newsletter in a provocative think piece by Felix Mathieu. The title? “ASBSURDGASM – When Nonsense Branding Hits Right,” and it’s all about this idea that in these chaotic times, marketing may not have to make sense, as long as it attracts attention and curiosity.
It’s not hard to find current examples of TV creative, in particular, that check off all the “chaos boxes.” In fact, there’s a lot to choose from. But my vote went to Pringles and its “Pringle Leo” commercial even the presence of Sabrina Carpenter couldn’t save:
Mathieu makes the case that because so many aspects of society and our lives make so little sense these days, these commercials merely reflect the times in which we live.
He defines the phenomenon as abusrdgasm: the strange relief we feel when brands, culture, and design stop pretending that things are normal. And when we fully embrace the vibe and aesthetics of a refreshingly creative chaos.
And he makes the point that “absurd branding is not being quirky for the attention. It’s about emotional synchronization.”
In other words, embracing these irrational times with creative marketing that doesn’t adhere to a set of traditional guidelines.
Mathieu insists that commercials that embrace the chaos is a way for brands to relate to consumers increasingly having difficulty making sense of the world.
We see this logic path in memes all the time—how else can a creator on TikTok stand apart from the pack with a :22 video? Mathieu points to the bizarre Krispy Kreme/Crocs collaboration as a way for marketers and consumers to share an inside joke:
Creative agencies are springing up left and right to fill the “pretzel logic,” including one I wrote about here earlier this month, Mschf. They devised that new NPR campaign that’s running in NY, DC, and Chicago.
Mathieu calls their approach an “anti-workshop manifesto. The agency doesn’t rely on the usual trappings—PowerPoint decks and frameworks. It’s all about instinct and seizing the cultural moment.
Speaking of “chaos theory,” it may be no coincidence Dr. Ian Malcom a.k.a. Jeff Goldblum is on our TVs at least hourly with the Xfinity ad that parodies Jurassic Park using its original characters and what is called “digital makeup.”
So how does Mathieu see this trend toward the absurd playing out? Here’s his “take.”
“We’re trained to believe design must be useful, rational, problem-solving. And most of the time, it should be. But the absurdity of the world we’re living in challenges that dogma. Because—let’s be honest—brand innovation is not only about functionality. In many cases, emotion prevails over usefulness.”
And he concludes his well-conceived, logical narrative with a challenge to brand managers: “loosen the marketing grip” and “allow more play, more humor, more emotional generosity with our work.”
OK, I’ll bite. But let’s bring this conversation to some “chaos theory” that’s close to home. Let me leave you with a hypothetical. Imagine your boss or your owners was interested in “making some noise” this spring by handing you a $100,000 check with this charge: grow the audience, attract attention, and build the brand.
What road would you take? The tried-and-true, describing your format or showing your heritage morning show? Or pulling the string and taking a flier on something that’s truly out of the “radio box?” Play it safe or roll the dice?
Maybe this is an unfair version of “Would you rather…?” because most stations these days rarely or never seriously market in any significant way. The question of how to deploy a big chunk of change for what is likely a one-time-only promotional investment in our brand is not an easy call.
But why go with a bland by-the-book “name/address/positioning statement” advertising strategy that breaks no new ground for an industry clinging to a user manual written way back in the 1980s? After all, when was the last time you can recall a radio company or station truly went for it, doing something different, innovative, or novel?
Whether it’s a legit marketing campaign or something more modest—podcasts, a series of video shorts, contesting, on-air promos, and other tactics—how can radio intentionally incorporate a little planned chaos with messaging that must have some level of direct results and improved perceptions?
It’s essential radio’s harried programmers devote one of their many “hats” to keeping tabs on marketing trends being put into action by major consumer brands. Knowing the techniques that major advertisers are using to market their goods and services might serve as idea-starters for local radio.
That’s not chaotic. That’s smart.
Jacobs Media has consistently walked the walk in the digital space, providing insights and guidance through its well-read national Techsurveys.
In 2008, jacapps was launched - a mobile apps company that has designed and built more than 1,300 apps for both the Apple and Android platforms. In 2013, the DASH Conference was created - a mashup of radio and automotive, designed to foster better understanding of the "connected car" and its impact.
Along with providing the creative and intellectual direction for the company, Fred consults many of Jacobs Media's commercial and public radio clients, in addition to media brands looking to thrive in the rapidly changing tech environment.
Fred was inducted into the Radio Hall of Fame in 2018.
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The Chaos is here but afraid to appear. Radio was once compelling. Let’s do it again! Stop wasting money, misguided direction and CYA. Cost-efficient stand out by experienced professionals is the secret sauce. Kiss a shamrock and let’s make this a Super Spring.
Kids…
Back in the day, we called that ‘surrealism.’
When we were hoping for an audio or visual double-take…
It tended to work pretty well.
Think WEBN in the 70s and 80s.
70’s & 80’s WBCN too. Riveting, brilliant, absurd, and funny creative
It did, Marty. In fact, fans began to even expect it – part of the reason theye listened.
And sometimes, there was even actual strategy in play.
Through Scarborough, we discovered Jeopardy was the most popular show with our audience,
So, we worked up a TV spot that was an absurd parody of Jeopardy.
We ran it a bunch before, during and after the show.
Did they call you Captain Chaos? You thrive on this stuff.
Recalling how WFLZ famously took down Q105 in Tampa as “The Power Pig” with outrageous stunts and promotions.
FWIW once at a SuperBowl party with staffers from a large and famous ad agency.. after they ooohed and aaahed at the brilliant creative in a set of commercials. After the game resumed I blurted out “name one advertiser you just saw”.
They couldn’t. They could only remember the bits, the stunts.
I love provocative, absurd chaotic advertising too, but it IS a double edged sword.. IMO that Pringles ad is effective – the whole concept revolves around the product. Chaos – properly harnessed.
It always boils down to what resonates for you, Jeff. Thanks for the comment.