Global – Fanta has released an ad entitled Idiots Are Amazing that subverts motivational fitness advertising.
Unlike the inspirational characters often featured in adverts, the Fanta ad draws attention to people engaging in deliberately silly activities such as running with a wheelbarrow or sliding on a table. Taking an intentionally mocking approach, the ad goes against the conventions of athletes pushing or optimising themselves, encouraging a sense of play instead.
The ad, created alongside 72andSunny Amsterdam, is part of Fanta's wider In the Name of Play campaign celebrating purposeless play. ‘All the research shows that the world needs more purposeless play and that it makes for happier, more creative and sociable people,' says Walter Susini, Coca-Cola marketing senior vice-president for Europe, the Middle East and Africa.
With its focus on enjoyment over enhancement, the ad taps into key themes explored in our macrotrend, Pleasure Revolution, in which we consider how future consumers will turn away from a life of relentless productivity.