#interruption is alive

Who said that in this digital-always-on-so-lo-mo-double-screener era, advertisers would need to stop interrupting by being more "genuinely" present within people's journey?

With all the tools and the never ending growth of people's control on stuff, who said that the interruption model was outdated now that we can decide if wether or not we want to see an ad?

You just need to google "interruptive advertising" and you'll see a big number of so called specialists claiming the end of it. A quote, as an example: 

You’d be hard pressed to meet a consumer who prefers to be interrupted by an ad, rather than educated or entertained by informative articles, videos, or infographics.

(I'd be interested to learn more about this person that reads infographics on toothpaste). Anyways.

Advertising's home is a fuzzy and massive grey zone but I can say that I had no problem finding dozens of happy interrupted people this morning in my Facebook feed. They did find it cool because there was nothing fuzzy about the quality of the idea.

By "it" I'm referring to this new kick ass digital campaign created for Old Spice.

W+K planning and creative teams just did a terrific job by putting the finger on something that we all do at some peaks of our procrastination on the Internet. This kind of suspicious navigation driven by suspicious desires that brings us in the abyss of the web.

I hear you already saying "yeah but Old Spice has cumulated sufficient equity (i.e.: good advertising records) over the years to achieve such interruption". I agree. I'm not saying that a random and hated telco could have achieved the same thing by cleverly interrupting users like Old Spice did. 

So by now, you should just pretend that you've landed on one of those websites and enjoy some really good interruption:

Neck Workouts

Solid Gold Bluetooth Headsets

100% Leather Sheets

Protein cologne

Spray tan parties

Brodominiums – condos inside gyms

Bargain tattoos