AXE. Romeo Reboot Manuel | Trailer (english) from THE KUMITE on Vimeo.
Hot on the heels of the ad that writes itself (see previous post) comes the personalised ad, from Axe in Brazil. The brand has created 100,000 versions of its Romeo Reboot commercial via programmatics (yes, I know, I don't have a clue what that is, either.)
Four broad audience segments have been identified - based on music taste and previous purchase - with four top filmmakers each shooting their own version of the film. Within each of these, various scenes can be personalised, leading to 100,000 permutations in all.
This is, without doubt, impressive.
But is it yet another case of doing something just because you can? Something in this reminds me of those children's books where you can choose which way the plot turns at a number of points. And although these have an undoubted novelty effect, in the end most children would rather be reading Harry Potter.
Technology can never be a substitute for a great idea, based on human insight, that unites people - whatever their taste in music, deodorants or Shakespearean heroes.