Tuesday, May 26, 2009
Where next for advertising?
An interesting development from Australia recently has highlighted how cluttered the world has become of advertising these days. Is there any room or new spaces left?
A rugby league player, Gold Coast Titans hooker Nathan Friend, was busted by the sport’s governing body for his very own version of ambush marketing. Friend wore headgear that was branded with the logo of his own personal training company in a game against the Brisbane Broncos. The National Rugby League quickly fined Friend for breaking sponsorship rules.
Now sports stars wearing logos and branding is nothing new, and in truth this incident is a far cry from what the myriad of dramas that Australian rugby league as brand is currently dealing with (don't ask). In boxing you often see fighters battling it out with ugly ads on their backs. But headgear? Where to next? We already have ads in toilets, on coffee cups, taxis, trains, bar mats, mobile phones, blimps, hangers and everything else.
Will we start to see ads on things like ties, belts and prams? Will tattoo advertisements for brands on bodies become the norm?
Everything in life seems branded one way or another. Have we gone too far in the pursuit to break through the clutter, or does the consumer even care anymore?