Heal the World, One Ad at a Time


Heal the World, One Ad at a Time

Illustration: Akshita Monga


aybe it is the string of socially conscious commercials that I have been watching, but of late, I find myself empathising with a group of people these days. Not transgender mommies or climate change deniers. I feel sorry for advertisers themselves.

In this constant game of wits that they have to play with the consumer, they’re almost always on the losing side. There’s no hope in hell they have of attracting the attention of 18-25-year-olds – somehow, every advertiser’s chosen demographic – lost in his/her smartphone. How do these hopelessly outmoded suits, modelling themselves after that other outmoded gentleman, Don Draper, talk to them?