know | Future

Tanqueray has announced that they will be running new 150 second radio ads on Sirius radio which seems to have been transformed by their Howard Stern deal. This would not be that noteworthy except for how it shows that the long standing self restraint of the media when it comes to advertising for hooch which has been slowly cracking since 1996, is about to splinter to bits. The core issue is that we are no longer dealing with broadcast as traditionally understod, the national hearth of the big three at which we all sat and consumed pablum, but the edgy world of subscription entertainment where anything goes, including the right to stuff the pipe with more crap than you can measure, as long as we can find a splinter audience for it. So, the word of the day is opportunity. In the soon to be wild west of new media advertising, we can bring back the Marlboro Man and cigarrette advertising, for that matter, we can start advertising the local gun show, come on down!
Civilization though has a way of righting itself and surviving. On the positive side, there are new opportunities for brands such as Trojans that have been relegated to nether media buys in the high digital ghetto. There are saner comments on this matter at Mediapost