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If I were a contemporary history professor, I would screen ads in class all day. If there is one discipline capable of portraying Western society in the past five or six decades with surgical precision, it is the advertising industry. That is one of the good aspects of our profession: It is a concise and effective chronicler of its time. However, one of the bad aspects is: It's easy to stereotype and fall into the ordinary.
For those of us who toil in the pet care category, focus groups aren't always as insightful as we hope. If only we could interview the actual consumers to round out the brief with a "Day in the Life" portrait of the target audience. Good news! Recently, I found this note in my laptop case. I think my dog knows how hard we all work. It was an unsolicited gift from him. And as a pay-it-forward to all the creatives working on dog brands (literally or figuratively), I thought I'd share.
Ads always show dedicated, affectionate, organized and always-smiling mothers. So when I had my son, I thought: How have creatives gotten moms so wrong? I have been a creative copywriter in Spain since 2010, and I've worked with all kind of briefs, including several where the target audience was mothers. I remember I had no trouble imagining that profile, because I had seen her many times in other ads. A 32-year-old married woman.
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