Because today demands better

Have you seen the breakthrough videos from The Fun Theory project? Super cool – and proof that advertising today is an entirely new beast. We need to affect culture, not just interrupt people's everyday lives.

This Fun Theory effort is subtly branded by Volkswagen – but leaves a far greater branded impression than is possible through other media. In essence, Volkswagen is claiming ownership of fun, and showing how much better life is when there's fun involved. This campaign is exponentially excellent.

A few years ago, our approach at Burns Marketing kinda got turned upside down by this quote from Jeff Hicks, President and CEO, Crispin Porter + Bogusky:

"BECAUSE PEOPLE CAN POWERFULLY EDIT WHAT THEY SPEND TIME WITH, MY JOB AS A MARKETER IS NO LONGER TO INTERRUPT, BUT TO PRODUCE CONTENT THAT IS SO RELEVANT, INTERESTING, ENTERTAINING AND INVOLVING THAT MY BEST CUSTOMERS WON'T WANT TO LIVE WITHOUT IT."

The Fun Theory is proof positive that we need to lead with creativity, and create a positive vibe that people want to participate with.