How Do You Sell Mass Media Without A Super Bowl?

It was fun last week, discussing and debating the Super Bowl ads. It felt particularly special since it’s so rare that we all share an experience. The digital/mobile takeover consigned such commonality to the past, now that we build networks conformed to our own perspectives.

When even our media gravitate toward the niches Chris Anderson famously dubbed ‘the long tail,‘ how can you attract people back to mass platforms like network television, the long tailed beast’s metaphorical body?

Like any marketing challenge, successful solutions require a brilliant strategy. Just over three years ago, some clever people promoting Denmark’s TV2 created video content that is as strategically brilliant as it is emotionally powerful …

Celebrating not what divides us but all that we share; this is a resonant insight brought to tone-perfect life through writing, casting, music, and edit. There’s such delightful surprise in the discovery of our collective commonality and the unexpected things we share.

Locked off so much of the time in our own corners, it’s helpful to be reminded of that. Helpful, and reassuring.

Four year old video content for Denmark's TV2 warmly demonstrates a strategy for attracting people back to mass media: the things we share.