Millennials want old stories reshaped for their current culture
We millennials don’t expect originality. We expect authenticity.
We want the comforts that come with age old formulas. Meanwhile, we also want it to be told in a way that stirs our hearts and challenges our minds.
One ad that tells a marvelous story stood out for me in 2016. Advertisers in 2017 can learn a lot from it.
Wes Anderson, of Moonshine Kingdom fame, was brought on by H&M to make a short film for the brand.
The story tells a complete story in less than four minutes, from beginning to end, about a delayed train that almost ruins a little boy’s Christmas. In spite of the troubles, the train crew goes above and beyond to solve the dilemma and give the boy a fun holiday. All the while, H&M clothing is worn and used as decor or key plot points throughout the film.
When I first started watching the ad, I had no idea who was being advertised. However, because I was so captivated by the story, I’ve never forgotten the brand.
This is something cigarette commercials of old captivated audiences (with the Marlboro Man or Camel’s animated mascot) and sitcom branded cereals stole the hearts of millions. They told short stories that caught the attention of their intended audience and resonated with them. Their hearts were touched and their minds challenged to critically think about the product because of the narrative they endorsed through their advertisements.
My personality is genuinely interested in people and being surrounded by people. People my age, like any other demographic, care about the image of others. Rather than looking solely inside a person or outside a person, we combine those two elements.
We care just as much about how much a person’s shoes or make-up or accessories or drinks reflect their personality as much as their habits and what they think or feel.
If you want to captivate millennials, be authentic. We know when you’re not. Where we put our dollars will reflect that.