When politically-relevant ads go bad.

Being “relevant” can be challenging. Especially when you are marketing to Millennials.

Millennials, those born between the early 1980s and 2000, are having an enormous impact on our society—both culturally and economically. As reported by Accenture, these 30-somethings, 20-somethings, and teens are spending approximately $600 billion annually and are using that spending power to influence nearly every aspect of our daily life.

When it comes to Millennials, one thing to remember is to always be real. They like authenticity and don’t want to be talked at or lectured. And that’s where this ad really fails. It just does’t feel real. It just doesn’t capture the moment.

You want contrast? Equally contrived an produced—and capitalizing on the popular culture and zeitgeist—Coke’s “Hilltop” ad. Pulls it off.

And it still stands up. And while comparing the two might be setting the bar a little high, the contrast could not be clearer.


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