By Ian Forrester DAIVID’s Ian Forrester explores the most common misconceptions around the use of emotions in advertising. He’s picked out five. We’re only a few months into 2024, it’s already been an emotional time for the ad industry. First, many got hot and sweaty at the sight of The Bear actor Jeremy Allen White prancing along the rooftops of New York in his tighty-whities for Calvin Klein. Then, many got hot and bothered by the hypocrisy of the ASA to ban a similarly scantily-clad creative for the underwear brand, this time featuring Read full story › Source: The Drum...
Read MoreBy Ward de Kruiff Ward de Kruiff of EPAM Continuum warns against ignoring the revolutionary potential of a new generation of mixed reality tech, which he says has created a whole new shopping paradigm. Few sectors have incorporated advanced technology into their consumer experience as seamlessly as the fashion and luxury industries. Mixed-reality (MR) technologies are now poised to take the industry by storm, with Apple’s Vision Pro widely touted as a crucial mainstream market test for MR headsets. A new user experience paradigm While not the first attempt at integrating mixed reality into the shopping experience, the launch of the Vision Pro marked a Read full story › Source: The Drum...
Read MoreBy Hannah Bowler The Hollywood star and founder of wellness empire Goop is helping to bring to market an AI app that teaches the practice of eyes-open meditation. But this isn’t just a sponsorship exercise. Co-founder Ben Little reveals how Paltrow went from the company’s mood board to its boardroom. Moments of Space is Gwyneth Paltrow’s latest business venture where she is not only the face of the company but has equity and a role in shaping the long-term business strategy. The AI-powered app sees Paltrow guide users through meditation exercises with their eyes open. The concept was initially conceived in 2021 by a Read full story › Source: The Drum...
Read MoreBy Gary Moss History is littered with examples of brands that have let customers down and paid the price, says Gary Moss of Definition, who was responsible for naming the London Eye. Integrity, however, comes from brand alignment. My mum was consistent in her advice: assume it will rain, never drop litter, and always, always keep your promises. That last one is the hardest to follow. And we’ve all been there when someone promises you the earth, only ultimately to let you down. It’s a kick in the stomach and makes you question your judgment. My mum knew the score: promises are what Read full story › Source: The Drum...
Read MoreBy Jonathan Joseph Brands are seizing too much data from consumers and in increasingly opaque ways. Jonathan Joseph of The Ethical Tech Project charts this insidious over-reach. The fight for our data rights is entering a new and more dangerous phase. Do you want your car to snitch to your insurance company if you go a few miles over the speed limit or dutifully rat you out every time you accelerate or brake too hard? Of course not, but that’s exactly what has been happening to many motorists. Automakers, notably GM, but reportedly also Kia, Subaru, Mitsubishi, Read full story › Source: The Drum...
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