Is it necessary to overwork your body and mind to get a particular job done? Current trends in marketing show that some of the best television ads help increase this problem. The idea of being the risk takers shows up time to time again in various advertisements. In this 3-minute video, emotional marketing expert, Graeme Newell shows how the world’s most strategic advertisers glorify stress and overwork as a career badge of honor. He examines some of the best advertising campaigns on and shows how marketers use martyrdom and contempt to build the egos of business people climbing the ladder of success.
Graeme uses examples from American Express and The Ladders. American Express created a commercial that focused on current trends in marketing and the innate fear of being boxed in. The businessman in the commercial decided to take a risk, leave the corporate world, and create something. He ended up creating his own company. American Express matched how the customers wanted to feel about themselves and created one of their best television ads in the process. The Ladders took a different approach with their commercial by providing examples of customer focus. They stated that they only work with the big talent, thus reinforcing the need that they are the monster company that everyone wants to go to. What Graeme is trying to convey through these examples is that the concept of being the risk taker will always be there. However, there is more than one way to do it, thus paying dividends in the end.