How to apply Slow to the fast world of marketing.
Many brands are aligning themselves with Slow. Sometimes the product itself fits snugly with the Slow ethos; sometimes less so. Either way, it’s another sign that the idea the slower can be better is gaining currency.
This is an ad from Audi. In 2007, the German automaker launched its new sedan with the slogan “The Slowest Car We’ve Ever Built.”
They didn’t mean their latest model would struggle to overtake a vintage Lada. When they said this is the “slowest” car we’ve ever built, what they meant was this is the “best” car we’ve ever built.
Many brands are tapping into the growing yearning to unplug, slow down and live more fully. Sometimes the product itself fits snugly with this Slow ethos; sometimes less so. Either way, it’s another sign that the idea the slower can be better is gaining currency.
This is an ad from the Orange mobile phone company. It sings the praises of unplugging from technology. The tagline is: “Good things happen when your phone is switched off.”
This sounds like commercial suicide for a phone company, but it’s not. Orange knows that we’ll carry on using our phones. But they also know that more and more people are waking up to the fact that being “always on” erodes our quality of life – and they want to be part of that conversation.