By Kevin Johnson, with Urania Agas

Advertising isn’t just a means for brands to get the word out about their latest launches. It’s a way to build community, participate in conversations and reflect the people who consume content.

And sometimes, great advertising can change the world.

I was reminded of this while at Cannes this summer with my colleague, Urania Agas, CEO of EssenceMediacom Canada. We recently sat down to discuss our takeaways, which will inform our planning for the fall and 2024.

We may not score the goal, but we can assist and deliver. 

While most advertisers might not be saving lives directly, they certainly have the ability to make powerful contributions that have a positive impact.

A standout example is Dove’s “Turn Your Back” campaign that takes aim at TikTok’s “Bold Glamour” filter, which uses generative adversarial networks to transform someone’s face – making the significant edits that it makes much more difficult to spot online.

Building upon its long-established message to embrace real beauty, Dove calls on people to turn their backs on the filter and not give in to the pressure to follow damaging beauty standards on social media. In addition to championing more realistic and inclusive definitions of beauty, Dove sends a powerful message at a time when the widespread adoption of AI is taking off.

We need to humanize AI. 

While Dove’s campaign helps illustrate the harm that can come from certain applications of AI, other campaigns have demonstrated the positives that can come with its advancement.

Urania felt the same. “AI was embedded in almost every conversation. It can be a hugely helpful tool for dynamic creative optimization and in enabling teams to focus more on strategic leadership and planning.”

Though most of the discussion around AI has been focused on job redundancy, there is so much good that can come from these advancements.

Hungerstation’s “The Subconscious Order” campaign stood out among numerous entries, serving as a prime example of the remarkable influence and promise of artificial intelligence. Focused on the familiar dilemma encountered when perusing food delivery apps like Uber Eats, this campaign masterfully illustrates how AI can delve into the depths of your subconscious, unveiling your true culinary desires. It accomplishes this feat by harnessing the capabilities of a front-facing camera, meticulously tracking the subtle movements of your eyes.

AI transforms once-impossible ideas into feasible realities. It allows advertisers to accomplish more with less budget. But the true effectiveness of its capabilities emerges under the ethical and responsible guidance of human leadership.

At its core, advertising revolves around establishing connections, an endeavor that inherently relies on human involvement to ensure genuine resonance and impact.

The power of collaboration and co-creation

While influencer marketing is typically a small portion of an advertising budget, its impact shouldn’t be underestimated.

When you look at the global advertising scene and witness some of the top-tier influencers in action, you see just how powerful they are. They have transitioned from mere amplifiers of voices to coveted creative directors, wielding substantial influence.

Urania agrees that influencer marketing can be even more impactful than broadcast channels and digital print publications because it has the ability to establish and strengthen community connections with a brand.

When advertisers collaborate with influencers and creators, they’re connecting with an audience through a human that they trust and align with. Influencers understand what their audience wants, and partnering with them allows advertisers to tap into the authentic creativity and expertise that attracted that audience in the first place.

At GroupM, this need for more creator collaboration is validating, as we’ve purposefully increased our investment in this space with our recently announced expansion of GroupM Motion Entertainment, which opens up incredible opportunities for brands looking to connect with audiences through creative talent partnerships. 

Inclusive and diverse representation is a must.

Advertisers can and should make an impact. It’s expected by both the industry at large and the audiences we’re trying to reach.

Adidas’ “Runner 321” campaign is a touching example that speaks to the power of representation, collaboration, and community. It calls on every major marathon to hold space for an athlete with Down syndrome so that they can see themselves represented in the world’s most accessible sport. The resonance of this message reverberated across audiences, igniting a social media firestorm and even compelling Adidas’s competitors, the sponsors of prominent marathons, to follow suit.

Connection is a two-way street, and it’s becoming essential to converse with all members of your community through creative campaigns that engage and inspire.

Kevin Johnson is the CEO of GroupM Canada, and Urania Agas is the CEO of EssenceMediacom Canada.