Last night at the Ted x Together event at Seso office, Marc Mertens, head of Seso along with his colleague, Viktor Venson, talked about how advertising can change the world for the better. I have to admit, I was a little skeptical. I have tremendous respect for our friend Marc. I feel as though every time I talk to him, I feel my mind expanding, but advertising, for the betterment of the world, really? Isn’t advertising a root cause of all evil, making us want things that we don’t need, thereby causing more greed and insecurity?
But then they presented these commercials by Volkswagen in Sweden. They don’t show a single Volkswagen car in these commercials. The dedicated site for this initiative, The Fun Theory, says, “This site is dedicated to the thought that something as simple as fun is the easiest way to change people’s behaviour for the better. Be it for yourself, for the environment, or for something entirely different, the only thing that matters is that it’s change for the better.”
These commercials have been viewed over 7 million times in less than a month in Sweden. I’m not sure how that translates into Volkswagen sales, but I’m pretty sure Volkswagen has gained some major emotional tug points. Good job!