Emmanuel Probst argues that finding innovative and relatable approaches is essential to capture the attention of consumers. Traditional marketing strategies often rely on portraying flawless heroes and idealized beauty, but there’s a rising trend that challenges this approach.
Enter the era of anti-heroes, villains, and saviours. In this conversation, Emmanuel Probst explores how these unconventional archetypes are revolutionizing marketing, with a focus on Dove’s thought-provoking Reverse Selfie Campaign.
Unmasking the Anti-Heroes
Anti-heroes as relatable figures: They possess heroic qualities while also grappling with flaws and challenges, making them more human and relatable to audiences.
James Bond as the iconic anti-hero: Delving into the character of James Bond, we discover his internal struggles, such as his battle with alcoholism and questionable behavior with women, which make him flawed yet captivating.
The power of relatability: Audiences are drawn to anti-heroes like James Bond because they strive to improve themselves despite their imperfections. This relatability creates a strong connection between consumers and the brand.
Embracing the Dark Side: The Rise of Villains
Villains as sympathetic characters: Contrary to conventional marketing wisdom, villains often evoke unexpected sympathy and even admiration among audiences.
Leveraging the allure of villains: By tapping into the complexities and motivations of villains, marketers can infuse their campaigns with intrigue and captivate the consumer’s attention.
Exploring the untapped potential: The archetype of the villain offers marketers a unique opportunity to differentiate their brand and bring a refreshing and unexpected tone to their advertising.
The Saviour Complex: Heroes With a Twist
Heroes with flaws: Saviors, much like anti-heroes, possess heroic qualities, but they are not without their own struggles and imperfections.
Relatability through vulnerability: By highlighting the struggles and internal conflicts of these heroes, marketers can create a more authentic and relatable image for their brand.
Inspiring through authenticity: Consumers find solace and inspiration in the journey of these flawed heroes, as they strive to overcome their personal challenges and make a positive impact on the world.
Dove’s Reverse Selfie Campaign – An Ode to the Anti-Hero
The Real Beauty project: Since 2015, Dove has been on a mission to showcase the authentic beauty of individuals, challenging societal beauty standards.
The Reversed Selfie Project: Dove’s recent campaign tackles the negative impact of excessive Instagram filters on self-esteem and mental health.
Unveiling the real beauty: By presenting a reverse selfie, Dove reveals the genuine appearance of individuals, embracing their imperfections and showcasing their real beauty.
Contrasting perfection with authenticity: Dove’s campaign provides a stark contrast to the flawless models often seen in mainstream media, celebrating the uniqueness and authenticity of individuals.
Want to Create a Transformative Brand – Visit my conversation with Emmanuel Probst on The Art & Science of Disruptive Brand Building
Jagged with Jasravee, the Marketing Show 
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