The Product Is You, No. 14

Posted by Rob Walker on September 21, 2009
Posted Under: The Product Is You


[The Product Is You* is an occasional Murketing series collecting advertising that is aimed at advertisers: Magazines or television networks packaging up their consumers — that is, you, the potential ad target — in ways designed to attract advertisers. ]

In today’s installment, Rob, 37, stands in as the consumer that advertisers want. Look at him. He’s a loving father of course. And he has a pretty nice house. Probably a good amount of disposable income, too. You can get a hint of how he’s disposed of it by admiring his sunny kitchen.

“His job keeps him busy.” Rob, 37, has work. The income is coming in. Where will he dispose of it next?

I don’t know if it’s Rob’s day off and he feels compelled to keep up with work even during his quality time with the kiddo, or perhaps he just works at home. Either way, Rob, 37, is one of “those who matter.” You want him to “spend quality time with your brand.”

Most Product Is You advertising comes from specific media venues, such as a cable network. But Rob, 37, is one of those elusive consumers whose media habits aren’t so easily pinned down. This ad explains how the advertised company can help brand-owners “target your audience at scale across multiple channels.”

This service allows you to “place your message carefully,” so that you’ll reach him even if he is, oh, let’s say, spending time with his daughter, while surfing the Web, or whatever. This looks looks like a happy moment. Maybe your brand should be part of it. “Our platform puts your brand where consumers live online,” this ad tells marketers. “So you and your audience can enjoy a whole lot of togetherness.”

That’s what this service is for. It’s there so that Rob, 37, can spend quality time with his daughter, and your brand. A whole lot of it.


Further diversion may be found at MKTG Tumblr, and the Consumed Facebook page.

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