I’ve been thinking about how to make campaigns relatable to a broader audience, especially for national reach. Multiple versions aren’t always feasible, and racial diversity alone doesn’t capture regional nuances. Values like family and hard work can seem generic. An Ad Age article notes that about 45% of consumers feel ignored by ads. How can we genuinely connect with these consumers and make them feel seen and included in our campaigns?

likehelpful
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Brother just because you cast a wide net does not mean you will capture the sea ~

likeupliftingsmart

Not all who stand on toilet are high on pot

Find something everyone collectively hates and make fun of it. Bonus points if your client has a solution for it.

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In my experience, trying to relate to a broader audience almost always waters down the idea. If you’ve ever worked on a global account, you’ll know. Clients want spots that can run in Europe, North and South America and parts of Asia. It was the most generic work ever made. Then you have to ask what the impact actually is if the work can’t resonate with any one particular region or target.

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This is kind of what I was concluding, too. I have a client who always does national campaigns, and it's usually mediocre work. So I've been bending my brain trying to think of another solution that wouldn't rack up costs.

Human truths are universal

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