Seth Godin 评 Rivian 明星广告，注意力反转后请名人就是买媒体
Talent becomes media
- 1Rivian 推出 Bill Murray 主演的新广告，作者估算其花费数百万美元，但未购买任何广告时段
- 2作者认为注意力等式已反转，请名人就是买媒体，新型创意机构与有辨识度的名人将获得更多杠杆
- 3作者批评广告缺少品牌定位故事，并点名 Jaguar 去年重塑品牌失误，AI 公司也普遍不擅长此道
- 4作者提醒注意力并不足够，Ghostbusters 观众数百万却没带动多少复古灵车销量
明星与内容版权正在取代广告位成为媒介本身，真正的稀缺能力是借名人讲出品牌的定位故事。
- 影响：营销预算的重心会从购买时段转向名人与版权费用，预算科目需要重算；有辨识度的名人议价能力上升；只有注意力而没有定位故事时，曝光难以转化为购买理由。
- 参考：可考虑先算出名人与版权成本占营销总预算的比例，再决定是否转向这类投放；值得为品牌写清一句给谁用、用后是什么身份感受的定位，再谈借名人。
- 依据：作者以 Rivian 案例自评并对比 1985 年 Ford 广告，全部为个人观点与推断，花费数百万美元和未买时段均是其估算与观察，暂无官方或独立数据。
Rivian has a new ad, starring Bill Murray.
It’s not a great ad (more on that below) but the remarkable thing is that it features the quirky, beloved and scarce Bill Murray. Between the movie rights, music and Bill, they had to have spent many millions of dollars, and it doesn’t look like they bought a single slot of ad time. For less total cost than a boring Ford commercial in 1985, they hooked up with two icons.
That’s a complete flip from hiring an unknown to pitch your brand of freeze dried coffee but spending millions on network TV.
Thirty years later, the attention equation is now reversed. No one watches an ad on YouTube unless they want to, and so, your talent buy is your media buy.
This is going to amplify a different sort of creative agency as well as give recognizable talent more leverage. A good ad in the TV days was annoying but led to action. A good ad today creates enrollment and buzz. Attention is insufficient, though. Ghostbusters was seen by millions, but it didn’t sell many vintage Hearses.
[And why is this a lousy ad? I love my Rivian, but not because it has a Ghostbuster button. The first job of advertising a new brand is to earn it a position, to give us a story about what you’d like to stand for. Who it’s for and how we’re going to feel when we wear the label you’re offering us. Jaguar dropped the ball when they re-branded last year. AI companies are terrible at this as well, and it appears that Rivian missed a chance with Bill.]
Don’t cross the streams.
PS While we’re on the topic, please don’t buy cheap chocolate.
来源：Seth Godin · seths.blog