Of course Starbucks wants you in their shops, or at least going through their drive thru, but their latest campaign is a whole new way to reel you in.
There’s no special flavored drink, no deal of the day pushed in this campaign, but instead communication. All Starbucks want’s from you is to put down your phone, take a moment, and realize the world around you. Meet with your friends, colleagues, or someone new at a Starbucks coffee shop and give your phone a break.
There latest campaign isn’t their usual method of bringing you in, instead with “a series of new ads from BBDO, the coffee chain plays up the difference between the spoken and written word by showing text-message conversations which voice actors also say out loud at the same time—with real subtext instead of cutesy emoji and bad grammar.”
We can all relate to this, you read something in a way that it wasn’t meant, you send the wrong emoji, or even send something to the wrong person. It’s simple, it happens to everyone and the sad thing is, we still continue to do it. Why? Because our generation has become reliant on this form of communication, so much that a coffee house chain, so well known like Starbucks has to make a commercial just for you to realize it, as well as try to get you to make a change.
So what they are self promoting, the message they are sending out is much greater than drink at Starbucks, it’s getting people out there again, into the real world, interacting with one another. It’s kind of sad when you think about it, that our entire generation can be summed up into a few commercials, and that it takes these commercials for people realize that maybe we do need to change. “The message is nice, simple, clear and easy to identify with in an era dominated by smartphones and their pitfalls—not just the losses in translation wrought by a format that favors brevity, but also the constant distraction from one’s immediate surroundings, and the people in them.”
I really recommend you take the time to not only read through the full article, but watch the commercials. They really get you thinking!