A NEW ERA OF SHORT-FORM PERSUASION
THE NEW GOLDEN AGE OF BRANDING & ADVERTISING? WHY WORDS MATTER MORE THAN EVER
"If you don’t like what’s being said, change the conversation." – Don Draper, Mad Men
Authored by Nick Schultz, ECD, Fisher Design
Approximate 8-10 Minute Read
The dramatic Mad Men series ran for seven seasons between 2007 and 2018. During this time, I was forehead deep in the world of advertising. We were spending 60-70 weeks trying to make sense of the new “digital omni-channel ecosystem” (I can’t even imagine Don Draper saying those words). There were so many places to reach consumers. And many of them gave us the ability to create rich, dynamic experience where people could interact with brands. Anyone else twinge a little when they hear the words ActionScript and Macromedia Flash?
10+ years since the acclaimed series concluded, I finally make time to binge watching the show and I can’t help but shake this feeling that many of the answers we were seeking back then (sans misogyny, racism and drunken stupidity) were being aired across 92, one-hour episodes on the AMC network. The irony is not lost on me.
This got me thinking about advertising today and, more specifically, the role of creative copywriting. Has it always been the key?
For decades, advertising has been the engine of commerce, shaping the way consumers think, feel, and buy. From the mid-century era of Madison Avenue to the explosion of television in the ‘80s to the rise of digital in the 2000s, every era of advertising has been marked by cultural shifts, technological innovations, and consumer behavior changes. Consistent throughout was the need for messaging that was as equally as compelling as it was concise.
But what about today? No time in history presents more challenges—or more opportunities—than right now. We are standing at the doorstep of what may become the greatest era of advertising ever—the true “Golden Age” just over sixty years after Volkswagen launched its “Lemon.”
Why? Because in a world overflowing with content, competition, and distractions, the ability to cut through the noise and capture attention has never been more difficult—or more valuable.
A Look Back: The Past “Golden Ages” of Advertising
Before we look at why today is advertising’s biggest moment, let’s first step back and examine the previous defining eras of the industry:
The Original Madison Avenue Boom (1950s–1960s)
This was the world of Don Draper and Peggy Olson, where advertising was dominated by print, radio, and the rise of television. It was the era of big ideas, big budgets, and big personalities.
- Words mattered. Legendary copywriters crafted campaigns that are still studied today—think of Volkswagen’s iconic Think Small campaign or Coca-Cola’s It’s the Real Thing.
- Television became king. Brands like Procter & Gamble and General Motors poured millions into sponsoring shows (soap operas got their name from P&G’s heavy sponsorship).
- Cultural shifts shaped advertising. The 1960s ushered in changing gender roles, civil rights movements, and rebellious youth culture. Smart advertisers tapped into those shifts—like The Pepsi Generation, which made soda a symbol of youth rebellion.
The challenge? Advertisers had to persuade and entertain in long-form storytelling—whether in a magazine spread or a 30-second TV commercial.
The Creative Revolution & The TV-First Era (1970s–1990s)
If the ‘60s set the stage, the ‘70s and ‘80s rewrote the playbook.
- Creativity exploded. The rise of agencies like Doyle Dane Bernbach (DDB) and Chiat/Day led to more humorous, emotional, and unexpected ads—like Apple’s 1984 Super Bowl ad, which turned computers into symbols of creative rebellion.
- Branding took center stage. This was the golden era of jingles and slogans—Nike’s Just Do It, McDonald’s I’m Lovin’ It, and Wendy’s Where’s the Beef? became cultural phenomena.
- The rise of cable TV and MTV. More channels meant more opportunities to reach niche audiences, and MTV transformed advertising by showing brands how to speak in pop culture language.
The challenge? Advertisers had to find creative ways to stand out in a growing media landscape. But consumers were still captive—TV and print were limited channels compared to today’s fragmented digital world.
The Digital Disruption Era (2000s–2010s)
The internet changed everything.
- Google made search ads a must. Brands suddenly had to compete for keywords to get noticed.
- Social media democratized content. Facebook, Instagram, and YouTube gave brands direct access to consumers—but also made the fight for attention more intense than ever.
- E-commerce transformed the consumer journey. Instead of driving to a store, consumers could click, compare, and buy within seconds.
The challenge? Shorter attention spans. Consumers stopped watching 30-second ads and started skipping after 5 seconds. Advertisers had to be quick, be relevant, and be everywhere at once.
Why Right Now Is The Hardest—and Most Exciting—Time for Advertisers
"Success is related to standing out, not fitting in." – Don Draper
Fast forward to today. We are entering a new Golden Age of Advertising, but with unprecedented complexity.
Consumers are in control. They skip, scroll, block, and ignore ads faster than ever. They demand authenticity, transparency, and social responsibility.
- The media ecosystem is fragmented. Unlike the 20th century when advertising revolved around a few major TV networks and newspapers, today’s brands must navigate dozens of platforms—from TikTok to Twitch to Amazon.
- You have three seconds to make an impact. On social media, brands must capture attention immediately, or they’ll be swiped away.
- AI and automation are changing the game. Chatbots, programmatic ad buying, and generative AI are revolutionizing how ads are made and delivered.
- Global audiences have different expectations. What works in the U.S. may flop in China or Europe. Localized advertising is more important than ever.
Example: Netflix’s localized advertising. Unlike global ad campaigns that attempt to cater to everyone, Netflix tailors its key art, trailers, and taglines based on regional preferences. This approach has helped drive international success in Asia and Latin America.
Example: McDonald’s menu variations. McDonald’s doesn’t just translate its ads; it adapts its product and messaging to fit different cultures—like McSpicy Paneer in India or Teriyaki Burgers in Japan.
The lesson? A one-size-fits-all approach no longer works. Brands must be faster, sharper, and more adaptable than ever.
Why Words Matter More Than Ever in the New Golden Age
Advertising has always been about persuasion, and persuasion begins with language.
Great copywriting still wins. The best brands know how to distill their message into tight, powerful words—just look at how Apple turns product descriptions into poetry. Their product pages use phrases like "A chip that’s all Pro" (MacBook Pro) or "Shoot it. Flip it. Zoom it. Crop it. Cut it. Light it. Tweak it." (iPhone video editing) to communicate features in a compelling, consumer-friendly way.
Repeat exposure is still king. The classic Procter & Gamble model of ad-spots and paid placements is still highly effective—because familiarity builds trust. P&G’s dominance in paid placements is why they are still the gold standard in CPG advertising. Whether it's Tide, Gillette, or Pampers, their presence is everywhere—from the Super Bowl to influencer partnerships.
Short-form storytelling is an art. The best brands can tell a compelling story in 6 seconds. This is why TikTok ads, Instagram Reels, and YouTube pre-roll ads are so powerful. Consider:
- TikTok’s "It Starts on TikTok" campaign – The platform leveraged organic content from users to create a compelling narrative about how trends, music, and brands begin on their platform. The result? A significant boost in brand perception and advertiser interest.
- Oreo’s "You Can Still Dunk in the Dark" tweet during the Super Bowl blackout – In just 7 words, Oreo stole the show during a multi-million-dollar ad event. This highlights the power of reactive, smart copywriting.
The lesson? In today’s world, you don’t have 30 seconds to make your case—you maybe have 3.
What Today’s Advertisers Can Learn from Mad Men
Though Mad Men was set in the 1960s, its lessons are timeless—with a few necessary updates (thankfully, far less misogyny, racism, and midday scotch).
Be bold, be different. Don Draper didn’t win clients by playing it safe. The best ads today—whether it’s Nike’s Colin Kaepernick campaign (Believe in something. Even if it means sacrificing everything.) or Burger King’s moldy Whopper ad (which showcased a time-lapse of its burger decomposing to emphasize its lack of artificial preservatives)—are disruptive and unforgettable.
- "Got Milk?" – The California Milk Processor Board transformed a boring commodity (milk!) into a cultural touchpoint by shifting the focus from milk itself to the agony of not having it when you need it. The campaign was simple, memorable, and effective, leading to a 91% awareness rate in California and decades of cultural references.
- Apple’s "Think Different" – In just two words, Apple positioned itself as the brand for creatives, rebels, and visionaries. It wasn’t about computers; it was about identity.
- MasterCard's "Priceless" – One of the most effective advertising frameworks in history: "There are some things money can’t buy. For everything else, there’s MasterCard." By appealing to emotion over features, this campaign redefined how credit card companies connect with consumers.
- Red Bull’s "Gives You Wings" – A perfect example of branding through storytelling, Red Bull transformed an energy drink into a symbol of extreme sports, adventure, and adrenaline.
The lesson? Short, sharp, and memorable taglines aren’t just words—they’re a brand’s DNA.
The Golden Age is Here—Are You Ready?
The next decade of advertising will separate the master’s from the mediocre. Brands that embrace storytelling, master short-form persuasion, and invest in strong branding will dominate. Brands that rely on outdated playbooks will be scrolled past, skipped, and forgotten.