Since ads don't work online and all media are moving to digital, the art of creating real narratives is something that more and more agencies claim they understand. Problem is, they don't.
Pepsi's tone-deaf, self-important Kendall-Jenner-leads-the-protest ad is just the most recent example of brands trying to play roles they cannot and should not play. Too many brands are looking in the mirror when they ought to be looking closely at their audience's real lives.
The audience (formerly known as “consumers” or “users”) has a stunning set of digital ad-avoidance tools that puts advertising in the same boat as “real” media companies: If you don’t create stuff that really matters to people – stuff they actually want to see and hear – you will be ignored, avoided, and blocked.