Why do people hate advertising? The Adland Age Bridge #2: Alison Tilling & Vipul Hiray, VMLY&R

A video conversation between Alison Tilling, chief strategy officer, VMLY&R ANZ and Vipul Hiray, junior data analyst, VMLY&R Sydney. I gave two people at opposite ends of the age spectrum a problem to solve [:ed]. But first:

One of advertising’s greatest worries in 2019 was that “people hate advertising now”. Is it true, I wondered (a lot), or did it become one of those things that was said so often it assumed fake veracity? People have chosen to watch Apple’s Christmas ad 24,700,935 on Apple’s YouTube channel alone since November 25, for example. 24,689,935 didn’t hate it. And you can (well, I can) start a vigorous conversation at a cocktail party about ads. Unless you delve into the topic of ads for older audiences, those conversations are mostly positive.

Having watched more than usual late-night TV over the Chrissy break, I can attest to the fact that watching the same ad five times in a one-hour show will make you hate that ad. And watching the same bunch of ads and promos five times in a one-show will make you hate watching TV. Do media buyers ever subject themselves to the torture they inflict on others to find out what it’s like?

But, of course, I’m not a Millennial. I’m not sure why Millennials get the blame for hating ads, but they seem to, in these tales-of-woe conversations. Maybe it’s just that adland is obsessed with Millennials? My own Millennials don’t hate ads.

“I like advertising that engages me and forces me to think about what the ad is selling.”

“I don’t like being bombarded with advertising (e.g. television, social media, physical advertising, etc.)”

“I enjoy ads that are creative and persuade me to think about different concepts than I usually would.”

“I enjoy ads that are funny/humorous.”

And they see a lot of ads. “Television, radio, social media (Instagram, Facebook), internet, direct promotions [I think they mean programmatic?:ed] You’d think that would put them off, wouldn’t you?

They don’t like all ads. But they don’t hate all ads either. “Like: Vegemite – Ashes Cricket campaign. Hate: Canadian Club – Over Beer campaign”

Sure, five is not statistically significant, so I asked Alison Tilling, chief strategy officer, VMLY&R ANZ and Vipul Hiray, junior data analyst, VMLY&R Sydney – to get an informed, older and younger perspective.

I also asked them about strategy’s role in making ads liked, what makes a great strategy and what they like and dislike about adpeople at the opposite ends of the generation spectrum. Yes, this interview is #2, in The Stable’s series, The Adland Age Bridge.

And yes, there are two interview locations. Maybe all security people hate advertising?