Is doing something completely unexpected and over the top really the only way to advertise these days? Are we so desensitized to traditional advertising methods that we just don’t pay anything attention anymore? Personally, especially when it comes to online marketing efforts, I completely ignore them, become annoyed by them, and know my friends feel similarly.
Recently BFGoodrich dropped one of their new all terrain tires out of a plane at 10,000 feet. They used The Martin Agency to come up with this concept. I get what they are going for here—how can we really rough up this tire…make our audience believe that it can withstand anything as we claim it does? But really, they are just playing off of the new trend that is the “wow factor” or “stuntvertising”
When you watch this video, it’s easy to question the quality. Sure they can capture footage by having a professional skydiver follow the tire on its way back down to earth. But even as the article points out, exactly where it is going to land is highly unpredictable, as well as dangerous. They could have very easily captured footage of the tire landing, and then filmed the tire on it’s way to the Jeep with a new tire. They could have also used a new tire to put onto the car. Fact is, as viewers we just have no way of knowing whether or not what we are watching is real. It’s pretty challenging to flawlessly execute such extreme situations, because there are always unpredictable factors that can occur.
As the AdWeek article describes, “So called “stuntvertising” has become its own marketing genre in recent years, and much of it involves nauseating falls. Who can forget Red Bull’s sponsorship of Felix Baumgartner’s 2012 jump from the edge of space? In 2008, a publicity blitz called “Extreme Scrabble” found two skydivers playing the board game at 13,000 feet.” BFGoodrich is jumping on this trend, and aligning ones brand with fads sometimes dilutes brand image.
Should we always believe what we see, or what advertisers tell us. Today, we are now so quick to judge and ignore traditional marketing efforts, so why are extreme measures any different. Is the shock factor really be enough to cloud our judgment?
On another note, I just went skydiving. Too bad I didn’t endorse one of my favorite brands…could have been another trendy marketing effort. There’s always next time!
Klara, R. (n.d.). Why Did BFGoodrich Toss a Truck Tire Out of an Airplane? Retrieved October 9, 2014.