Advertising Between Two Worlds
Where are the differences and where the similarities between advertising in the USA and in Europe? Stefan Schütte on patriotism, social change and the American Dream.
So, you’ve finally arrived, weary, but happy. After a long flight you are actually back in the USA again. And now you probably have a whole afternoon to immerse yourself in a changed America. You turn on the TV in your hotel room. If you manage to find a live TV channel behind the many streaming options, you may notice that, at first glance, not much has changed in the advertising here.
1. Pathos
You will see ad spots which, in Germany in particular, would be unthinkable for historical reasons. Patriotism, the toast to ‘the greatest nation on earth’, whether propounded by beers, grills or pick-up trucks. A lot culminate in American bald eagles, flags waving majestically in slow motion and families deeply moved by national pride. In a pluralistic society with a population growing explosively through migration, pride in the new home is the old kit that still holds everything together.
2. Sales
The fact that, in locally displayed ads, you are occasionally also positively shouted at to now finally just buy something is the downside of the American Dream – from car dealers pointing aggressively at you and top attorneys with their supercilious smiles, from smarmy cosmetic surgeons to the debt counselling service. Everyone wants something from you, and even if we Europeans are by now used to quite a lot, only the Americans can be so brash and so pushy.
And then you leave your hotel room and see what has really happened. Of course, you know that Instagram and Facebook have long been slipping you messages tailored to your preferences. But you get much more socially and culturally relevant content here than is the case in most European countries.
3. Change
You will experience a society that no longer wants to be ‘one size fits all’ as in the linear TV commercial break. You will experience thought-provoking messages of oppression and abuse – of power, money and origin. You will experience people who want to rebel with you against ‘Corporate America’, against the mainstream of politics, ideology, gender stereotypes, careers. People who are looking for your support and who want you in their community.
4. Transformation
Yet the American Dream is still associated with the pursuit of wealth and advancement. You will be struck by how many FinTechs you will invite to make, send, manage or invest money for you. And the material wealth required for that remains the declared aim of an upcoming diverse generation. Consequently, you will experience a plethora of training offers – language, skills, personality, career – presented by the private sector or institutions. All so that you don’t get left behind in a society that essentially is still clearly geared towards transaction.
After so much contradiction, it’s good to take a look behind the scenes in a typical client meeting. You will feel something which is less pronounced in German boardrooms – or in European marketing culture generally.
5. Love
An agency presents its idea. The client is moved to tears. The film production company has an idea to improve the agency’s idea. The client willingly pays the additional costs. Matt Damon is to be in the film. “But of course!”, says, for example, Crypto.com, one of the newest clients of our American Serviceplan agency Pereira O’Dell. And then stories are told as only the Americans can. Magnificently equipped, boldly staged and full of love – for advertising. Because here advertising is something that you don’t look away from embarrassed – regardless of whether it’s the Superbowl or not.
Author: Stefan Schütte, Managing Partner Saint Elmo’s Group
Stefan Schütte was in the USA from 2018 to 2021 to establish US operations for the Serviceplan Group. Today, the US business has several offices on both coasts and a world-class creative flagship in Pereira O’Dell. And with the development of the Saint Elmo’s Group, Stefan Schütte has an exciting new challenge in Munich.