Here’s a pretty decent New York Times article about a mini trend in ad campaigns that has them expressing ‘disruptive’ emotions about the state of our world.
Example:
The campaign has an edge to it, Mr. Pletch acknowledged, but it also has “an empathetic tone that tells them, ‘We understand what you’re going through.’ ”
That edge is also seen in a Harley-Davidson campaign, created by Carmichael Lynch in Minneapolis, part of the Interpublic Group of Companies. “We don’t do fear,” asserts a headline on a print ad, which is laid out to resemble the American flag.
“Over the last 105 years in the saddle, we’ve seen wars, conflicts, depression, recession, resistance and revolutions,” the ad begins, referring to the founding of Harley-Davidson in 1903. “We’ve watched a thousand hand-wringing pundits disappear in our rearview mirror.”
“But every time, this country has come out stronger than before,” the ad goes on, before concluding that the right response to the national mood ought to be, “Let’s ride.”
Naturally, I think this is brilliant.