I don't know if it's a growing trend, but I've noticed a strange increase of (supposed) honesty in ads lately.
The Republican party had a well-known one during McCain's campaign. Basically, the approach was "The last eight years have been pretty bad, haven't they? Well, we're going to change that" (And never mind the fact that our candidates voted in favour of most of the bad decisions of the past eight years).
Gillette is now encouraging consumers to toss out their old re-usable razor handles and buy new ones, because the old ones actually aren't that good. But the new ones are great!
Campbell's soup has a really interesting ad. Its voiceover talks about a man who, in the not too distant past, told them that he didn't feel comfortable feeding Campbell's to his family. The catch: they were concerned because he's a Campbell's employee. But now, everything's great and the food is no longer horrible!
The optimistic part of me wants to praise these brands for having the courage to own up to not-so-great past.
But the pessimistic part of me wonders if things have really changed. Is this just the new "open" way to say "New and Improved!" ? You told me your product or service or ideas were great years ago, so why should I believe you now?
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