Only if you kill it

A couple of examples of how to make advertisement in the shape of content, or content in the shape of advertisement.

Anticipated. Personal. Relevant.

Both are from the last episode of the podcast Pivot, with Kara Swisher and Scott Galloway.

First, around minute 19:10, during the break for commercials, Kara interviews Gavin Belson, the fictional CEO of the fictional company Hooli from the HBO series Silicon Valley. The interview is fictitious and funny, perfectly in line both with the tone of the podcast people are listening to and with the irony of the series. A perfect match.

Then, right after the break, at about 22:10, Arielle Duhaime-Ross, host of the podcast Reset (that shares the same producer with Pivot) jumps on the show to ask a thoughtful question to Kara and Scott about sharenting (parents that share the life of their kids on social media), that’s of course the topic of the last episode of her show.

There is a whole lot of space to be creative, original, interesting and entertaining with promoting products and services in today’s content-driven landscape. As marketers, we should just make the effort to understand: the channel and the audience, first of all, and the irreparable damage that gets done when instead we feed commercials wrapped in plastic to an indistinct mass of people, violently interrupting whatever they are doing.

Advertising is dead only if you kill it.

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