The Moon Unit
How advertising falls into fight, flight or freeze... and what to do about it
Faced with fear, humans generally have three responses; run and hide, play dead, or come out swinging. But those responses evolved from a time when danger was almost always life threatening. So, how do they relate to today's fears? The Moon Unit reevaluates our fight, flight and freeze responses for a modern world.
Sensual satisfaction: make them lick the screen
What’s the secret to producing a great food and drink ad? The Moon Unit suggests we can stoke desire in the kitchen by drawing on what creates desire in the bedroom.
What do this year’s Christmas ads tell us about society?
What might the release of this year's crop of Christmas ads tell us about the world we're living in? From being sad and lonely to having doubts about the economic engine of capitalism, The Moon Unit examines some festive fears.
Parody ads that hit harder than the real thing
Things aren't always what they initially seem, particularly with parody ads where shocking satire can hide behind a mask of normality. The Moon Unit explores the evolution of spoofing and examines why, in the world of parodic advertising, comedy has given way to culture-jamming.
The lure of the new… and how to hack it
Like magpies attracted to shiny things, humans are attracted to the new. This, as The Moon Unit examines, is a hardwired, evolutionary phenomenon that could save your life or help you sell deodorant, because emphasising new is one of the oldest tricks in the book.
Break taboos... win awards?
Half of the battle, says The Moon Unit, is to attract attention, and breaking taboos can certainly do that. Whether it's admitting your product was terrible, bulldozing women's health barriers or alluding to defecating your pants, it'll get you noticed and possibly win you an award or two. But things don't always go to plan... especially if you're conjuring images of incest.
What will Cannes be like in 100 years?
What categories might there be in the next century, and how will those messages be delivered? Will the Lions festival as we know it still exist and, crucially, will there still be rosé? The Moon Unit cracks out its crystal ball to investigate.
The secret politics of the shoot
Politics is just the art of getting things done, but has come to mean so much more. The Moon Unit look at the push-and-pull of a commercial shoot, examining who's really in charge, the tricky question of tribes and the ultimate conundrum of how to foster good communication.
Want to make great commercials? Try 'sadvertising'
If there's one thing guaranteed to bore a consumer, argues The Moon Unit, it's relentless positivity, because the ebb and flow of emotions is what creates a connection. Clients don't always see that, but mixing negativity with something more positive is a proven path to success.
Why the public hates the ads we love
If authenticity in advertising means being true to your brand, and to your consumers, then should the industry be more in tune with what those consumers actually like? The Moon Unit explores the disconnect between industry professionals - be they in advertising, movies or art - and the audiences they serve.
Manifesto ads; has ‘corporate poetry’ outstayed its welcome?
When advertisers switched from concentrating on unique selling points to focussing on feelings, a monster was born. Manifesto ads with their earnest voiceovers, tinkly piano tracks and podium-like posturing have become client cat-nip. But, asks The Moon Unit, are they a force for good or actively evil?
The Christmas ads and what they’re really saying
You may think festive ads are all about expensive gifts, overfed families and gaudy decorations but, says The Moon Unit, there are hidden depths to these Christmas confections that tackle human concerns such as the fear of isolation, the desire for freedom and meaningfulness, and our fear of death.
Has a backlash against diversity begun?
As the industry continues its attempts to tackle the issue of diversity are some people already pushing against it, and is enough really being done to further the cause? The Moon Unit looks at the strides that have been made, examines the arguments some have against them, and asks whether our understanding of the word 'diversity' needs broadening.
Is advertising killing the planet?
Kicking off this month's sustainability and climate focus, The Moon Unit examines advertising's role in the climate emergency. How much responsibility should the industry take for the current situation, and how much effect can it have on what the future looks like?
Corporate Memphis; the design style that quietly took over the internet
It's so ubiquitous it's almost hidden in plain sight, but over last few years a certain design and animation style has dominated online imagery. How? Why? Relax, The Moon Unit investigates the pastel pervasiveness of Corporate Memphis.
What the rise of Gen Z means for advertising
Millennials are so last century; now is the time of the Gen Zers. But who are they and what do they want? The Moon Unit tracks what defines this new generation of consumers, examines their interests and explains why advertising needs to change if it has any hope of keeping their attention.
What is the future of television advertising?
As the screen-watching landscape continues to change and viewing habits switch, can television - and therefore television advertising - hold its own? The Moon Unit examine the future of 'the hearth of the 20th century'.
Are filmmakers facing a TikTok-alypse?
As brands continue to embrace user generated content for their campaigns, and engage non-professional filmmakers through channels such as TikTok, could this latest threat to directors be the biggest yet?
Deepfakes will be the ad industry’s opportunity to lead by example
Deepfake technology is here to stay and while the finished article can be unnerving, and there are ethical issues around its use, it's a worthy trade off for a new and exciting creative tool, argues The Moon Unit.
How brands are navigating coronavirus crisis communication
Within a month uncertainty has become the new normal. Brands and agencies have had to think on the fly, scuttling long term strategies and pulling entire campaigns. As a result, the way brands are communicating has changed. But, asks The Moon Unit, how can they navigate the fine line between sympathy and sales messaging without damaging relationships?
Alcohol advertisers must mix it up to stay relevant
Sex doesn’t sell like it used to, so how does alcohol advertising keep cutting it? The Moon Unit examines how alcohol brands are re-invigorating old advertising tropes with new creative energy.
The dark underbelly of internet marketing
The Moon Unit takes us on a dark journey into the world of 'astroturfing', as they examine the blurry lines between internet influence and online manipulation.
How one Instagram account turned fashion upside down
The fashion industry: glitzy, prestigious, and almost never held accountable for its mistakes. At least until Diet Prada came along. The Moon Unit documents the rise of one Instagram account from hobby project to the most important modern critic in the fashion world. But will its newfound power be its downfall?
How to... navigate music festival branding
With the summer festival season now over, The Moon Unit looks back at how brands have aligned themselves with music events and what the pros and cons of doing so can be.