Authenticity

Here is a great article in Advertising Age that says consumers are yearning for authenticity in advertising. Well . . . duh. After the Bush years, aren’t we all hungering for something . . . anything . . . that’s authentic? Someone that genuinely talks to us from the heart? Someone who isn’t conning us, or screaming at us or talking down to us? Someone who isn’t bling? Someone who treats us like the adults we are? I see the author of the article lives in Montana, and I live in Oregon so I can reate. Sustainability is big here, as is the local food movement and alternative fuels. Barack Obama resonates with most of because he’s genuine. It’s what we’re craving. As VO artists, I think it’s a good idea to pay attention to things like this, because this may be where the next advertising trend lies.

BTW, I’ve gotten myself a Velveteen Rabbit to sit in my booth. It came with a wonderful book, “The Velveteen Principles”. I’m enthralled. More on this later.