The Power of Cool
Last Saturday night I had the pleasure to go to my virgin Crusty Demons show. It was obvious from the start when I pulled into the parking lot with my little Renault Clio… this wasn’t my scene.
This was an event for blokes who have broken at least two ribs, has at least one piece of clothing with a Fox Racing logo in it, know the difference between a carburetor and a crankshaft, salute with ‘devil horns‘ and tells his mates that they ‘suck dick’ at least once a week. And they were catered for. There was plenty of petrol, world record attempts, “Crusty babes”, tattoos, patriotic chants, heavy metal music, freak shows, “free shit” and homosexual banter. Add in sponsors like Rockstar energy drink, Zoo magazine, Harley Davidson and Guitar Hero and you have more testosterone than a hotel room full of footballers.
The blokes loved it. But surprisingly, the kids loved it even more. 
It is a fair to say that there was actually more kids at the show than the blokes it is blatantly targeted at. The kids (and I’m talking 5-12 year olds) love it because it is so far removed from their normal lives – the rules of school and the restrictions of home. This is a place where dirt, danger and disrespect are encouraged. Not only are they here to see their heroes, they are here to be part of the crowd that they aspire to become a part of “when they grow up”. The Crusty Demons event screams ‘cool’ for these kids because they know that it is not for them. And as a result, everything which is associated with the Crusty Demons is deemed as ‘cool’ – including the sponsors.
This got me thinking about the calls to ban junk food advertising from television screens and to take the novelty out of fast food purchases. Previously, it was obvious that advertising was targeted towards children. The scheduling of TVC’s in children’s programming, the use of cartoon characters and the free toy with the meal gave it away. And parents could recognise this. However, as pressure increases to halt this type of advertising, these brands aren’t going to stop advertising to children, they are going to get smarter about it.
Instead of targeting children they are going to increase their investment in targeting older audiences… albeit ones that come with children. Initiatives like sponsorship of sports, handing out of merchandise and hosting of events like Crusty Demons will seem to target older audiences but actually have the greatest impact on children who are consumed by the ‘cool’ factor surrounding it. The message isn’t as targeted as it was previously but the influence is greater.
What do you think? Were children more protected when advertising was blatant or now that it attaches itself to ‘cool’?
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The thing that always struck me as weird about banning junk food advertising to kids was that it seemed just an easy target. Why ban junk food advertising to kids when, on the weekend, they go to their sport and the prizes, MVP awards etc are handed out by Macca’s!
Surely this approach, putting something free in the hand of the kid (e.g. free happy meal) is far more powerful than an ad on TV?
Don’t get me started on the weak as piss parents who can’t say “no” to their kids – the responsibility rests solely with them. Period. But it isn’t the advertising rules that should protect kids … it is their parents. At least when the ads are on TV the parent can create some distance between the ad and the purchase … kinda hard when you are at Crusty Demons, on a special night out, and the kid needs a drink and everyone else is drinking Rockstar!
Sorry mate, but I cannot and will not ever associate the crusty demons with the word cool..
On the more serious side of the debate I’m 100% with Daniel. When you see a fat kid on the street you don’t blame the kid. You blame the parents for feeding him crap. Same goes for advertising. The kids don’t buy the products. The parents have to take responsibility for the purchase. If they can’t say no to their kids, lord help them. Because even if the advertising is banned, they’ll hear about it somewhere else.
@daniel Do they still do the free happy meal as best and fairest? I used to love that. Which explains why I am not a professional sports person now. I’m with you – at least blatant advertising puts it into the hands of the parents and doesn’t sneak around them.
@james Not cool? I bet you listen to ABC radio and eat All Bran for breakfast as well! I agree though, def not my scene but was amazed at how cult worshiped they are. Good points on the food debate as well. Sounds like we’re all turning into Russell Howcroft.
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Another Advertising Wanker
Nathan Bush
Interactive Strategist, BCM
Brisbane, Australia
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