As more brands turn to content to engage consumers, the line between traditional and branded forms of entertainment—articles, songs or even feature-length films—gets blurrier by the day. At the same time, the emergence of branded entertainment as a principal method of engagement has raised important questions about the relationship between creativity and advertising.
Agencies love to spend weeks or even months creating a strategy for each marketing campaign, but does this approach still work in a real-time world where consumer reactions and unexpected events can foil the best-laid plans in an instant?
CANNES, France—"Reality, most of the time, sucks."So says PJ Pereira, who just happens to have created one of the most powerful reality-based ads in advertising history—one being widely honored and adored at this year's Cannes Lions.