Can you believe it's been 9 years since Paris Hilton washed that Bentley while eating a Carl's Jr. BBQ Burger? Well, she's back.
Hilton, 33, makes a cameo appearance in an ad featuring Sports Illustrated model Hannah Ferguson. As the black bikini-clad Ferguson washes a pickup truck -- seductively slathering soap all over herself just like Hilton did in the original -- Paris appears and says, "You missed a spot." So awesome.
It's all to promote the chain's new Texas BBQ Thickburger. But who cares about that. Not only do we have one hot chick selling us a hamburger; we have two!
OK, now we've gone too far. Are we really to believe that a washing machine needs a cleaning product to clean it when, um, let's be honest, it cleans itself every time it runs because, oh, WE PUT DETERGENT IN EVERY TIME!
Anyway, that little bit of logic hasn't prevented Tide from introducing its Washing Machine Cleaner product. Nor has it prevented Saatchi & Saatchi New York from exponentially overdoing a "dirty little habit" joke.
Because if we only advertised what people actually needed, there wouldn't be enough business to keep all those agencies and holding companies in business.
Welcome to the social era where your brand has officially been Occupied. The relationship between your image and your values is increasingly determined by your brand advocates. The future of your brand is subject to your community and its perceived values.
You once controlled who appears in advertisements, but the rise of social media and user-generated content means that followers and fans often determine your brand¹s image without your consent. When people go onto your social media pages, they see followers that chose you, not the models and celebrities you selected. People also imagine that your social followers reflect the values of your brand.
So who belongs to your brand tribe? How do you guide the values of this community?