Disruptive marketing has taken on many different meanings as of late, but Converse has been taking a more literal approach with its "Disruption" TV campaign, created in part to commemorate the brand's 100th anniversary.
Starting today, the Chuck Taylor-makers will be disrupting the noise of TV ad breaks with three spots that feature no sound at all. One, titled "Pageant" (above) features out-of-focus Miss America footage as text scrolls silently across the screen: "Be grateful for TV. Thank your lucky stars for mindless marathons of sitcoms. Get on your knees and praise the makers of reality shows. And video games. For while everyone watches their life evaporate into the unmemorable atmosphere ... You've got a head start to erect your unforgotten place in history. Are you still sitting there?"
Even more intriguing may be "Marketers," in which a female pop star is seen filming a soft drink ad as this message rolls by: "This program was brought to you by old people. Like old, old. Like your parents' age old. Designing your clothes. Marketing your music. Greedily waiting for you to buy into a system made by people who have no idea what it's like to be you. Enjoy the next commercial."
It's a bold move for any marketer to let their creative do the talking, but it's also a welcome reprieve from the sounds Converse has been giving us lately. Those who've been watching MTV, VH1, the CW or Fox in the past few weeks may have already seen the first few of the 8 "Disruption" spots, particularly the 15-second ad "Three Chords". In that ad, the 13-year-old lead singer of pop-punk band Care Bears on Fire sings and strums off-key about her "individuality," "Don't tell me what to do / what to wear / what to say / Don't wanna follow rules / Gonna do it my way." Seriously? Avril Lavigne has written more poignant lyrics about self-expression than that.
Another equally cloying song comes in the form of Mightaswell, an unsigned punk band from Gainesville, Florida who thrashes their way though a 30-second ad that tells their would-be success story as a sign of originality without a record deal. A third commercial, "WeMe," spends 30 seconds of Bob Marley's "One Love" rotating the "M" in "Me" to spell "We."
Songs For Soap would like to see more marketers follow Converse's lead by taking the silent approach to their TV spots. Especially if it means being spared yet another Jet song, silence can indeed be golden.