Advertising that captures the time spirit.

Looking at this video on the Unofficial Apple Blog makes me reconsider the definition of the much-hyped 'contextual advertising'.
New digital segmentation techniques let brands communicate within the context of the user, whether he or she is searching for a specific term or chatting online using a specific profile (think of Google Adwords or Windows Live messenger). Now that is obviously a big step forward compared to traditional mass media marketing.

However,let us not forget that great advertising also demonstrates the relevancy of a brand within a broader context, going far beyond the immediate consumer need. For example, it achieves that by looking at a bigger timeframe than 'the moment of communication': like, "this is 1984 and Apple matters for the freedom of choice, which is essential for the future development of the computer industry". On first sight, it seems that the only area where you would find commercial communication on this level would be where the environmental is involved, like for the Toyota Prius or for other hybrid cars.

Of course, the challenge is to keep the message legitimate.
But if you run a greatt company and promote an awesome product or service, how difficult can it be? In other words: which company dares to be proud these days?



Well, oddly, it may be a local Microsoft campaign that takes up the challenge with their "bring the love back" campaign.