Is self-criticism the new way of marketing?

This morning I heard the (new?) Hugo Boss commercial for their male fragrance Hugo. The pay off was: “Just a fragrance, the rest is up to you”, after showing how you get the most out of your life.

I thought this was very striking, since especially lifestyle brands (like fragrances) are very good at creating an abstract image that places them high above everything. No problem, but at least not very down-to-earth.

On the other hand, life style brands are the most innovative. So, I started wondering if this might be the new trend in advertising. Creating sympathy by self-criticism. A popular method used by many (stand up) comedians. And it works in real life too, you should try it!:-))

I love analyzing trends, and the thought of maybe having seen a new one here, also comes from me thinking it’s the right timing for a new way of thinking amidst advertising showing very much the same sort of humour, concepts, etc.

I think this is more than hoping. Watch it, self-criticism is hot! Created by Procter & Gamble. Critics please!

Also wrote this column on the biggest Dutch marketingweblog Molblog.