“Spending Your Way To Happiness” Is An Outdated Concept – What Are Advertisers To Do?


According to Forbes, the spot above from Brizo is part of a wave of new commercials meant to help marketers and consumers shake off the gloom of tough economic times.

While some economists aren’t sure the tough times are history, advertisers don’t seem to care. Companies are rolling out carefree ads that use humor, colorful images and upbeat language to get consumers to lighten up–and open up their wallets.
“There is a market turn toward the positive,” says Deutsch N.Y. Chief Creative Officer Greg DiNoto. “That’s a smart marketing strategy for any brand when you’re emerging from a recession.” Brands need to be associated with winning.”
Hamish McLennan, global chairman and CEO of Young & Rubicam, warns, however, that many consumers and advertisers aren’t quite ready to spend money again. “Most people are cautiously optimistic that it’s going to get better, but we’re not seeing precrash levels–and we won’t for a long time,” he says.

About David Burn

Co-founder and editor of AdPulp. I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. I worked for seven agencies in five states before launching my own practice in 2009. Today, I am head of brand strategy and creative at Bonehook in Portland, Oregon.