Authentic Fast Advertising is here! Deadpool or should we say "The Flash" marketing of Aviator Gin

Fast Advertising used in a creative story-telling way is finally Here. If we look at the 2013 example from Oreo's Dunk In The Dark it was one of the first break-throughs in the era of social media to leverage a contextual instance to bring a real-time emotional campaign; There was a blackout during Superbowl XLVII, so the creative & media agency 360i responsively leveraged that instance to come up with an image to tweet. The complexity of resetting a campaign image. no matter how challenging it may seem by getting approvals across the board particularly with a major like Mondelez, needed careful planning and readiness. If we look at the creative output it was just a tweet and an image. It was Fast Advertising.

Fast-forward 2016 (3 years later) this form of quick creative and social advertising continued to morph but in politics. We saw the rise of political advertising on Social Media and Facebook, but the methods and messages were not pure to the brand, but leveraging fake and toxic emotional advertising to hurt other brands for the benefit of one's political campaign. Amplified with disinformation agencies from hostile actors has led to the use of advertising in a new dystopian way to bend the truth for alternative realities using advertising to manipulate the facts. It was not where we all would want to see real-time or fast advertising, but it was born and grew in the open wild-wild west of social media.

Presently, high-impact Creative is again making the center stage as more direct-to-consumer (DTC) brands emerge that have the agility to make fast creative and media decisions. With an iPhone and several great producers, anyone can create a great ad beyond just preparing an image and a tweet (or even fake news articles). The era of producing actual content and great story-telling in an instant is something that can come to a spark of an instance and deliver to the masses. The process of producing fast and delivering everywhere is a pure come back to build a holistic authentic brand. In addition, mash that with the ease to create beautiful rich-media with video story-telling even with an iPhone (I personally love this instance of what David Leitch, John Wick director shoots epic snowball fight entirely on iPhone) The cost to produce can be kept low with exceptional quality and results.

Now again, 3 years later, during this holiday season of 2019, with the Peleton Ad that sparked a bit of ton controversy and media exposure. “The Gift that Gives Back,” instantly erupted as a controversial contextual instance of story-telling that consumers labeled as “sexist,” “dystopian,” claiming that it promoted “body shaming.” The anger and media attention has even targeted the actor who played the fictional husband in the commercial. He’s expressed in interviews that he’s targeted in real life. He said he is really worried and no doubt it’ll cost him his acting career.

Then here comes Aviator Gin and it's icon Ryan Reynolds to give us a masterclass on how Fast Advertising is done. In this interview on Jimmy Fallon, he shares how he did this in 36 hours. The medium moved from a simple image shot shared on twitter in 2013, to a full-fledged rich-media video shoot done and delivered. Brian Solis, the award-winning digital analyst, and anthropologist states that a "New Era of Fast Advertising is Born". What is interesting to me is that not only did this completely reverse the narrative very quickly but took a seemly bad situation for the actor who played the Peleton wife, to an instant sensation. This use of the moment to create a phenomenon now became the instance we will look back years from now as when this form of creative advertising was truly born.

I personally have been fascinated with creative story-telling and how to change the paradigm of "bad ads" or taboo of advertising for consumers to the complete opposite. The era of Fast Advertising is what we have been building up for the last 8 years of product development to have a system where producers, creative directors, media buyers, and the entire ecosystem can deliver creative everywhere instantly in the fastest way possible. Publishers are in a unique instance as they control the context content and first-party data that surrounds it with their audiences. As we work with more and more publishers directly and offer creative and data tools integrate into their properties that can deliver the most systems impactful flexible creative that beautifully fits edge-to-edge leveraging all media-types (typography, video, images, interactive elements, 360 AR, etc..). They can offer a 20x performing rich-native experience for their brand partners' campaigns in a scalable way. With Fast Advertising, we are at the forefront of simplified end-to-end advertiser direct-to-consumer to deliver the right marketing messages that resonate and change the paradigm of "bad advertising"