If, like me, you’re a massive fan of both advertising and sci-fi, then the latest Blade Runner film ticks both boxes, offering a beautiful yet dystopian vision of the future.
Intriguing plot and epic cinematography aside, what really captured my imagination was the film’s portrayal of the ad industry in the not-so-distant future from director, Ridley Scott, who started his career in advertising, incidentally.
Set 32 years from now, in 2049, Scott’s vision is one of brands using giant, bright and bold holographic imagery as a way of interacting with audiences on an individual level. This is evident at 0:03 and 0:47 in the trailer from Warner Bros:
And, with technology advancing so quickly, the question is not so much when holographic advertising will become readily available to brands, but whether it will be able to create enough of an impact to replace traditional outdoor formats?
Will average consumers care enough to take more notice of these new, more interactive ads? Boasting the world’s first holographic prism, German car giants, Mercedes-Benz, certainly seem to think so:
Or is it merely the notion of the new that intrigues people? And, as with any new bit of technology, once the initial intrigue fades away and holographic advertising becomes the norm, will it lose its impact, becoming just another trite format for people to potentially ignore?
There is no right or wrong answer, simply put, but Scott’s outlook on the future of advertising is fascinating and surreal in equal measure. Maybe come back to us in 2049 and we can discuss it then.