VW’s new ad scores for the cute factor. What’s not to love about a sweet kid in a Darth Vader costume? I thought the ad was adorable and fell deeper in love when I saw the adorable little boy, with the heart condition, out of costume. The ad went viral but is that enough to sell cars?
The struggle between creative and bottom line dollars is nothing new. Corporations want Marketing and PR to deliver visibility and creativity but if sales are down those departments are the first to be cut. Truthfully, I never bought into the epic battle with lines drawn, companies need all of the disciplines working together to reach their goals and today that is easier than ever to achieve.
Many say the lines have blurred between marketing, PR, sales and SEO. In truth, the lines have been articulated requiring deeper skill sets. What has changed are the lines of control. To be truly effective the disciplines must work collaboratively, sharing intelligence and co-creating ideas and campaigns with mutual respect for everyone’s unique skill set. The bottom line should be the same for everyone for without customers or profit you are not in business.
Yes there is room for cute kids with the force as long as that force drives action to the bottom line.
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