Tiffany was injected in the Opéra Garnier

Ads avoidance: how our brains automatically trained to shut down when they see ads.

In turn, ads became increasingly flashy, provocative, contrasted, in a desperate attempt to grab our attention.

What if ads were to do the opposite?

Just blend in...

I'm walking in Paris with friends. As we're walking past the Opéra Garnier, I have a feeling.

The same feeling I'd get if my bed had moved from a few inches in my room while I was away in the kitchen.

Not many inches (otherwise I'd immediately notice), just a few.

The Opéra Garnier had changed during renovation. And, as they often do, they hid the building with an ad.

Not just any ad though: a 2D reproduction of the Opera with Tiffany jewellery injected in it.

Look.

That's what I mean by "ads that blend in":

Ads that get you this there-is-something-wrong-in-my-room feeling.

Ads that ever so slightly change the landscape.

Ads that you're happy to have noticed.

I think it's called marketing injection.

Which reminds me of Umpynt's Newsletter #64.

Just look at Sane's marketing injection attempts with AI.

A subtle reminder to all marketers (and to myself): less is more.