As someone who enjoys a good television program, I despise ads that interrupt my experience, which is why I became a "cord cutter" years ago.
This may stance may irk advertisers, marketers and business people in general, because me, my ad blockers and my "take my ball and leave" attitude toward commercials are what some will say is destroying the advertising industry and all the important industries that go with it, such as publishing.
My take, however, is that advertising finds itself in the same position that the music industry found itself in when digital music was introduced. Music companies and artists for a long time fought against digital music, failing to realize that this disruptive technology had fundamentally changed everything about music distribution practiced for decades.
That's just the way it is.
And that's where we find advertisers and companies that depend on advertisements. More and more people -- one in five households -- are choosing to cut cable and consume content on demand, which often includes the ability to block ads and choose ad-free content. Advertising, as we have known it for a century, is dying.
And that's just the way it is.
Here's the thing. As much as I dislike and disregard ads, I often find myself seeking them out. Why? Because of the value of the content itself and the recommendations of my social circles.
In other words, I subject myself to ads on my own will.
The reasons I say this is because just this week, I found myself searching for one of my favorite ads in the spirit of Halloween: The Bud Light Axe Hitchhiker. I love that commercial, and I even shared it with a few friends.
And that, I believe, is part of the advertising future. Companies and agencies have to look beyond sticking ads in front of viewers (push advertising) and instead create content so great that people specifically seek it out (pull advertising).
This is undoubtedly already being practiced in business, but from experience I see this attitude as being in the small minority. The companies and advertisers that will succeed in the future will be those that not only embrace this reality but also are able to be proactive in its proliferation.
So, in the spirit of these thoughts and of Halloween, I share with you a few of my favorite Halloween commercials. Cheers!
Bud Light, Axe Guy
Geico, Horror Movie
Skittles, Spider Web
Gorilla Glue, Axe Man
Booking.com, Haunted Bookings
Snickers, Halloween Lady
Verizon, Star Wars Halloween
Snickers, Horseless Headsman
Bud Light, Best Costume Ever
Subway, Sexy Costumes
What do you think? Please share your favorite Halloween commercials in the comments below.