Like a planet caught between two suns, advertising is constantly being pulled in two different directions.
On the one hand, we're asked to make our work relatable.
And on the other, aspirational.
Relatable means 'I look at the person in the ad, and I see myself.'
When this is done well, it triggers that notorious smile of recognition. You feel the brand understands you, and is on your side.
Here's an example where it's been done well. Every one of us can surely relate to one or more of these bank customers.
Aspirational is different. In aspirational advertising, it's not you in the ad, but someone better-looking than you. Perhaps someone famous. Someone you wish you were.
When this works well, it creates a shiny halo of desirability around the product. You make it seem more exciting, more valuable. By association.
Here's a Foot Locker spot in that vein.
So what's better - relatable advertising, or aspirational advertising?
Aha. Trick question. Plainly, either can work well.
In fact, my theory is that each needs a dash of the other, to succeed.
When aspirational advertising fails, it's normally because it doesn't have a shred of relatability.
In these cases, the results can be excruciating. Ferrero Rocher's Ambassador's Party ad, for example, delivered nothing but cheese.
Whereas in the Foot Locker ad above, the script is delivered by legends of basketball, and yet it's also relatable - we've all been given bad advice by some guy at a party.
Similarly, relatable advertising falls flat when it tries for nothing else, when it does nothing more than hold a mirror up to the target. ("As a busy Mum, I...")
With nothing aspirational - no glamour, twist or entertainment to focus on - the consumer has nothing left to do but pick holes in the self-portrait being presented to them. That's not me. And now I feel patronised!
Feels like I'm coming down on the fence, but hey, that's what I think. That both aspiration and relatability can blow up in your face, if you don't season each with a pinch of the other.
What about you. Ever had a Client who was obsessed with making an ad aspirational, or relatable? What happened?