Shock advertising: the best tweets from our Advertising Week #awchat Twitter debate
Ahead of a screening of the Shockumentary film during Advertising Week in New York later this month, The Drum's editor Gordon Young, responded to questions on Twitter from the organisers at Advertising Week about the impact that brands using shock can make within their advertising.
This Benetton ad cropped up during the debate
The chat was based around the Twitter hashtag '#awchat', which was used 400 times during what turned out to be a lively debate - with many dissenting opinions.
Across the hour, five questions were posed towards those taking part, on their views on shock advertising and the ads that surprised them the most.
Below are some of the best responses:
Q1: Is the effect of shock wearing off? Or stronger than ever? Why?
#awchat Fuck no. You just got to get better at it. Swearing for example is no longer enough
— Gordon Young (@TheDrumEd) September 12, 2014
@advertisingweek A1: Catching anyone's attention these days is rough. We're barraged w/so much info every day. #awchat
— Social Age Media (@Social_Age) September 12, 2014
@advertisingweek There is definitely an uncharted realm for shock in digital advertising. I think it's run it's course in broadcast #awchat
— Erin (@erinhess_23) September 12, 2014
#awchat Shock changes over time. Some old ads are shocking now. Like this. It's always evolving. pic.twitter.com/6Goz1GjsRG — davebirss™ (@davebirss) September 12, 2014Q2: Is shock genuinely effective to you? Or are you immune to it? Why?
#awchat A2 @advertisingweek Normal rules apply. If it is fresh it will stand out. Stale or bland it won’t be noticed.
— Gordon Young (@TheDrumEd) September 12, 2014
@ramsxf @WiseMediaMan @advertisingweek This went viral; VERY shocking. Effective? Doubt it. Wrong audience. #awchat https://t.co/uekO8gap3i — Heidi Kenyon (@heidi_writer) September 12, 2014#awchat sensibilities vary from country to country - this was considered shocking in New York in 2014 but tame for UK pic.twitter.com/Pv0t5KS5GV — Stephen Lepitak (@StephenLepitak) September 12, 2014Q3 When has shock disgusted you? What specifically was it?
#awchat Q3 Probably this ad disgusted me, but impressed me at the same time. Holocaust on a plate http://t.co/gGuSriROWv — Gordon Young (@TheDrumEd) September 12, 2014@mcsaatchimena @advertisingweek The New Zealand one comes to mind https://t.co/EuFsVjPfdQ #awchat — Rameez Maher (@ramsxf) September 12, 2014#awchat I remember being shocked by this ad. But that doesn't mean it wasn't good. It deserves to be hard-hitting. pic.twitter.com/nGHhGrUypm — davebirss™ (@davebirss) September 12, 2014Q4 What has surprised as much as delighted you. Why?
Ad liked was by BrewDog. Put Viagra in beer to mark Royal Baby. Called it Royal Virility Performance. #awchat http://t.co/DjbJnXa9yE — Gordon Young (@TheDrumEd) September 12, 2014
@advertisingweek when i saw the grumpy cat cheerios commercial because it was creepy and hilarious at the same time — PICNIC THE FURRY™ (@picnicxd) September 12, 2014
.@advertisingweek A4: this was consider shocking in the midwest. I found it delightful. https://t.co/FZixErwq1y — Robert Wagner (@robwagpdx) September 12, 2014
Q5 How risky is it for big brands to employ shock? Or is it risky for them not to?
#awchat Q4. There is only thing worse than being talked about...the rule still holds. Most of the time! — Gordon Young (@TheDrumEd) September 12, 2014#awchat Why is risk seen as a bad thing for companies. It's not for their investment portfolio. Don't you need risk for a big reward? — davebirss™ (@davebirss) September 12, 2014@advertisingweek @TheDrum Worked wonders for United Colors of Benetton... #awchat
— Rich (@RichardsTweet_) September 12, 2014
Click here to register to attend the Drum's Shockumentary session as part of New York ad week.
Below is a taste of what the Shockumentary will do for you.