{"id":37315,"date":"2012-03-07T21:14:59","date_gmt":"2012-03-07T21:14:59","guid":{"rendered":"http:\/\/rafaelfajardo.com\/portfolio\/theatlantic-why-the-best-ad-on-the-internet\/"},"modified":"2018-12-06T14:27:33","modified_gmt":"2018-12-06T21:27:33","slug":"theatlantic-why-the-best-ad-on-the-internet","status":"publish","type":"post","link":"https:\/\/rafaelfajardo.com\/portfolio\/theatlantic-why-the-best-ad-on-the-internet\/","title":{"rendered":""},"content":{"rendered":"<span class=\"embed-youtube\" style=\"text-align:center; display: block;\"><iframe loading=\"lazy\" class=\"youtube-player\" width=\"250\" height=\"141\" src=\"https:\/\/www.youtube.com\/embed\/ZUG9qYTJMsI?version=3&#038;rel=1&#038;showsearch=0&#038;showinfo=1&#038;iv_load_policy=1&#038;fs=1&#038;hl=en-US&#038;autohide=2&#038;wmode=opaque\" allowfullscreen=\"true\" style=\"border:0;\" sandbox=\"allow-scripts allow-same-origin allow-popups allow-presentation allow-popups-to-escape-sandbox\"><\/iframe><\/span>\n<p><a class=\"tumblr_blog\" href=\"http:\/\/theatlantic.tumblr.com\/post\/18912398891\/why-the-best-ad-on-the-internet-represents-real\">theatlantic<\/a>:<\/p>\n<blockquote>\n<p><strong><a href=\"http:\/\/www.theatlantic.com\/business\/archive\/2012\/03\/why-the-best-ad-on-the-internet-represents-real-innovation\/254134\/\">Why the Best Ad on the Internet Represents Real Innovation<\/a><\/strong><\/p>\n<blockquote>\n<p>Here\u2019s the business pitch: Buy our razor because it\u2019s really cheap. If you spend hundreds of dollars a year on brand-name razors, you\u2019re not paying for the razor. You\u2019re paying for what the razor represents.\u00a0<\/p>\n<p>And here\u2019s the thing: The dude is right! Making razors is really cheap. Even quadruple-bladed, triple-aloe-stripped monstrosities don\u2019t cost Gillette anything close to the retail price. So when you buy one of these fancy razors, most of your money isn\u2019t going to production costs or shipping costs. It\u2019s going to marketing costs. It really is going to\u00a0<a href=\"http:\/\/www.google.com\/url?sa=t&amp;rct=j&amp;q=&amp;esrc=s&amp;source=web&amp;cd=1&amp;cts=1331143547642&amp;ved=0CDAQFjAA&amp;url=http%3A%2F%2Fwww.dailymail.co.uk%2Ftvshowbiz%2Farticle-1093809%2FThe-worst-ad-Tiger-Woods-Roger-Federer-Thierry-Henry-win-award-cringeworthy-promo.html&amp;ei=z6JXT_GbOcXt0gHYrcWXDw&amp;usg=AFQjCNECeWyTr02hXVzdGmHbBa-ruDj4FQ&amp;sig2=ZgZHDCJ1FGBwJNqY2JiHKQ\">Roger Federer<\/a>\u00a0and an ad agency and a communications team and all trappings of marketing that exist to distinguish the Gillette brand.<\/p>\n<p>Across the economy, even as the price of items like razors, toasters, clothes, and food have fallen compared to wages, the\u00a0<em>share of their price that goes to marketing<\/em>\u00a0has increased. The stuff that\u2019s getting cheap is actually getting even cheaper than we think it is, because we\u2019re paying for the costs of distinguishing similar products.\u00a0<\/p>\n<p>But along comes a company that says: Let\u2019s limit our ad costs to a bear suit, an American flag, and props for this guy who looks like\u00a0<a href=\"http:\/\/www.imdb.com\/name\/nm0001282\/\">Tony Goldwyn<\/a>. Let\u2019s market ourselves with virality instead of celebrity. Then let\u2019s pass along the savings to customers.<\/p>\n<p><strong><a href=\"http:\/\/www.theatlantic.com\/business\/archive\/2012\/03\/why-the-best-ad-on-the-internet-represents-real-innovation\/254134\/\">Read more.<\/a><\/strong><\/p>\n<\/blockquote>\n<\/blockquote>\n<div class=\"attribution\">(<span>Source:<\/span> <a href=\"https:\/\/www.youtube.com\/\">https:\/\/www.youtube.com\/<\/a>)<\/div>\n","protected":false},"excerpt":{"rendered":"<p>theatlantic: Why the Best Ad on the Internet Represents Real Innovation Here\u2019s the business pitch: Buy our razor because it\u2019s really cheap. If you spend hundreds of dollars a year on brand-name razors, you\u2019re not paying for the razor. You\u2019re paying for what the razor represents.\u00a0 And here\u2019s the thing: The dude is right! Making [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"video","meta":{"_jetpack_memberships_contains_paid_content":false,"footnotes":"","jetpack_publicize_message":"","jetpack_publicize_feature_enabled":true,"jetpack_social_post_already_shared":true,"jetpack_social_options":{"image_generator_settings":{"template":"highway","default_image_id":0,"font":"","enabled":false},"version":2}},"categories":[],"tags":[1539],"class_list":["post-37315","post","type-post","status-publish","format-video","hentry","tag-emergent-digital-practices","post_format-post-format-video"],"jetpack_publicize_connections":[],"jetpack_featured_media_url":"","jetpack_shortlink":"https:\/\/wp.me\/p6PWot-9HR","jetpack_sharing_enabled":true,"_links":{"self":[{"href":"https:\/\/rafaelfajardo.com\/portfolio\/wp-json\/wp\/v2\/posts\/37315","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/rafaelfajardo.com\/portfolio\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/rafaelfajardo.com\/portfolio\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/rafaelfajardo.com\/portfolio\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/rafaelfajardo.com\/portfolio\/wp-json\/wp\/v2\/comments?post=37315"}],"version-history":[{"count":1,"href":"https:\/\/rafaelfajardo.com\/portfolio\/wp-json\/wp\/v2\/posts\/37315\/revisions"}],"predecessor-version":[{"id":37316,"href":"https:\/\/rafaelfajardo.com\/portfolio\/wp-json\/wp\/v2\/posts\/37315\/revisions\/37316"}],"wp:attachment":[{"href":"https:\/\/rafaelfajardo.com\/portfolio\/wp-json\/wp\/v2\/media?parent=37315"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/rafaelfajardo.com\/portfolio\/wp-json\/wp\/v2\/categories?post=37315"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/rafaelfajardo.com\/portfolio\/wp-json\/wp\/v2\/tags?post=37315"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}