Friday, March 19, 2010

Life Moves Fast

A new commercial for Palm is beginning to air during the NCAA Tournament. In addition to being an all-around good ad communicating the available features being used with ease by a woman on the move, it's all being delivered to a Hip Hop backdrop. Mos Def's "Quiet Dog" plays as the soundtrack, and his album cover even pops up as the Palm owner browses past her music list.

This is not just a good example of Hip Hop's ever-expanding reach to the consuming masses. It is also an example of marketers' realization of this fact and explicit decision to utilize the music (and culture) to reach their consumers. A song is not chosen for a commercial at random. It is a well thought out decision along with every other aspect of an ad. The music is important because it feeds into the overall message and image being communicated.

The message here is that "Life Moves Fast". Use the Palm to make sure that you "Don't Miss A Thing". This message is underlined with the up-tempo Mos track which the woman is walking to the beat of; and is communicated by her physically moving while checking messages, and finding a place to buy shoes for the event to which the dress code was just told to her. The features that the Palm provides, and the ease of use ensures that Palm owners won't "miss a thing".

The image of the Palm user - underscored again by the song - is a younger, trendy, professional, and social person who desires a versatile, reliable device to help organize and coordinate life's needs. This is the modern hip hop fan. This is the target market of Palm. Is this not what you expected?