So, I’m not in the states right now, but this antismoking PSA apparently ran during the Grammys last night. For those who can’t be bothered to click the link, it’s a Tinder-themed music video urging young people to swipe left (aka reject) smokers. It’s an ad that’s got everything:
A girl group formed on the X factor;
A Bound 2 reference;
An Azalea Banks rip off (itself arguably a Seapunk “rip off,” which, discussion for another time);
and an explosion transitioning into the end slate.
It is… a lot to take in. And not just for the reasons that pundits are identifying, namely the fact that anyone born after 1994 will find the content disorienting and potentially inaccessible. The target, after all, was born after 1994. It’s a video made to speak their language, which is a task in and of itself riddled with potential problems. Erik Oster of Adfreak (via Agencyspy) writes:
Between the myriad cameos from YouTube celebrities and references to Internet culture in general, the ad tries really hard to present anti-smoking sentiment as cool and smoking as a turn off. Of course, as has always been the problem with anti-smoking messaging to teens, this has the potential to backfire. While it may scare some into avoiding smoking so they can get some action, more rebellious teens may resent being so clearly targeted and light up anew.
So, fine, there’s that. That’s a problem, sure, fine. But not the problem I’d like to briefly discuss, which is, essentially, about cultural appropriation in an attempt to speak to appeal to a specific target.
I fucking love the agency that made this ad; they’re consistently responsible for great work. And don’t get me wrong, I understand (and don’t see anything inherently wrong with) strategy at play here. That’s almost the problem, that the strategy is so blindingly brazen that I can practically see the brief over the video itself. It’s essentially a series of sharable GIFs linked together, something meant to be shown as a package but also to be chopped up into bits and thrown about on Tumblr. If this is the goal, however, it might be best to create rather than “borrow” elements of the culture, a la this thing:
A borrowed look and feel does not a genuine article make. In fact, sometimes aesthetic has nothing to do with it; see the George Glass/”Skule” situation on tumblr. This is just random, broad application of fonts and backgrounds, without context or even real mimicry. And using so many of these cultural references so loosely has greater risks than simply putting off the target; it potentially makes the ones broadcasting the message look like sheep in wolves’ clothing. The effect is menacing instead of inviting, a “Don’t worry, we get you” delivered through far too sharp teeth.
I think that’s something that can be generalised to all audiences, not just teenagers. “Repackaging” cultural artefacts is not new, and is also not generally beloved. Surely not every ad can or will be a classic, but at the very least I’d assume we’d steer clear of certain tactics that are tried and untrue, so to speak.
There are ways to engage with specific audiences with ads and content that’s culturally resonant. It usually (but not always) involves producing brand new things that the audience would actually like to see. To stick to the youths, there’s a recent campaign by 180LA for HP that I thought incorporated the same type of Internet talent quite nicely and ultimately resulted in a socially valuable commodity, in this case a good music video. This isn’t to say that everything made for specific communities has to be driven and ultimately produced by group members, or that every campaign has to be a content campaign. It is to say that culture can’t just be ripped off. Doing so means you might end up with something… well, something like this.