This year, we've gained a new tradition. Campaign's Christmas Turkey of Week being wrong. After declaring Amazon's 'Joyride' a Turkey in December 2023, the anonymized reporter has put out 2024's fourth Turkey of the 'Week,' Coca-Cola's AI-made 'Holidays are coming.' Naturally, that's awkward because it scored top marks across all of System1's customer-based metrics. This criticism seems misaligned when the ad actually performed well with consumers, highlighting a gap in understanding how advertising resonates with the public.
Marketers aren't normal people. We know far too much about advertising. This makes us terrible at judging advertising. I reluctantly read these ad critiques now, certain that the judgment will lack foundational tenets of consumer insight. We must recognize that our opinions are often swayed by industry trends and biases that do not reflect the actual consumer experience. It's crucial for marketers to step back and consider what truly resonates rather than fall into a critique trap based on personal or traditional expectations.
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