After months of understandable solemnity and scaled-down spends, advertising is getting ambitious again.
Apple recently dropped an ad that clocked in at a beefy seven minutes (all the more impressive was that the ad is excellent). Then the tech brand even followed up with a series of long-form spots filmed in quarantine to show the full cycle of the creative process.
Now comes Charlotte's Web, a leading CBD brand, who's bringing ambitious marketing out of the digital sphere and out of home.
The brand's newest marketing creation is a 76-acre piece of art (that's more than 3 million square feet) designed by Shepard Fairey’s Studio Number One.
As my colleague T.L. Stanley reports, the bold initiative is meant to "'ignite conversations for open access to hemp in all states."
One can assume another goal is to establish the brand as a reliable leader in an emerging space where quality of sourcing and a need for education are primary concerns.
My prediction: We're going to see more big swings like this in the coming weeks.
Advertising creatives have had months to cool their heels while major proposals (which they likely hoped to push live before the eventually canceled Cannes Lions) stagnated amid an air of caution and reserve.
You can expect some of those ideas to get dusted off as we look ahead to what we all hope will eventually be more normal times.
Creatives are getting weird again. Nature is healing.
David Griner
Creative and Innovation Editor, Adweek
David.Griner@Adweek.com
Dive deeper with an Adweek Pro Subscription, your key to the inside scoop on the marketing and advertising trends and reporting that guide the world's top brands.
