Dentyne’s Anti-Facebook “Make Face Time” Campaign Encourages Us To Get Real.
November 18, 2008 by Guru
Filed under marketing & advertising
So I was deep into editing Trend 6: The Return of Real & The Urgency of Touch for my upcoming book when I discovered this refreshing (pun intended) new campaign from gum-giant Dentyne and ad agency, McCann. The creative suggests we log off occasionally to go out and “make face time” with a friend.
“We’ve got nothing against the internet, but when people are surfing the web, they’re missing the best part of life — being together.”
It’s a compelling concept, one that reminds me a little of the YouTube phenom Free Hugs, now a user-generated-content classic with 33,644,908 views. The idea is made all the more engaging by the Make Face Time website that automatically shuts down after 3 minutes. The site also features a ‘Smiley Chamber of Doom’ intended to smash to smithereens those icons of fakery.
I’ve been kvetching lately about the importance of being a real friend during these recessionary times rather than just a Friended Friend. Then Jason Anello, Yahoo Buzz’s Ideologist, gave a great talk at the WOMMA Summit last week on the importance of connecting the online and offline worlds –and mentioned the increasing value of touch. Another project reminded me that massage therapy has been in explosive growth mode, jumping to $11 billion a year industry.
Then there was this weekend’s MotrinGate, in which Moms railed against the baby-wearing, baby-bonding experience being labeled ‘a fashion accessory.’ Mombotv.com has a nice post on this age-old practice, especially the way health workers in many developing countries promote skin to skin contact between mother and newborn. Didn’t we all write termpapers in college citing the wire-mother-monkeys?
Author Desmond Morris says, “Something special happens when two people touch each other physically, whether it be a handshake, a pat on the back, or a slap on the face.”
Obviously I am a huge advocate of the life-changing, life-building, boundary shattering Internet. But I am also a huge advocate of getting the hell offline and LOL-ing the real way.
here here.
Meetup is allll about using the internet to get off the internet. Now I just need to find the person in charge of Dentyne’s marketing to see if they want to support the real people who make the efforts their promoting.