Technology brands - what a bunch of Wonka's

Just a quick post to draw your attention to a comms trend that's been growing for a little while now:  technology as confectionary.

It began a few years ago, with Skoda Cake:

Then it flipped from documentary realism to musical theatre with Dell's Lollipop ad:

And now it's somewhere in between the two, with the Sky Supertelly ad:

These ads tell us two things.

The first is that we've reached a new stage with technology, where the latest gadgets are not just a tool to be used but a treat to be indulged in.

The second is that whilst an idea like "technology as confectionary" can be re-expressed effectively by different brands (as with Skoda and Dell), it's only a little while before the semiotic space starts getting filled up.  Part of the reason that the Sky ad feels a little lacklustre to me is that it feels like a dull rehash of the Dell ad.

That's not to say the code is necessarily worn out, it just means that any brands still looking to play in this space need to make sure they move things on sufficiently to stay fresh.

We've done the Wonka-esque sweet factory thing 3 times now, so let's look at confectionary from a new angle.  How about celebrating the sensory hit of sweets instead?  Or dramatising the way we snack on the internet throughout the day?   Perhaps we could even revel in the way we dispose of it, when the next flavour of the month comes along?

Comments

[John V Willshire]

There's no such thing as a new idea. Especially in advertising... :)