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Ads With Attitude

Can you afford to use anti-advertising?

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This story appears in the March 1998 issue of Entrepreneur. Subscribe »

What's with these ads, anyway? You know the ones. The Sprite commercials that say, "Trust your taste buds, not commercials." The Miller Lite ads that poke fun at "our creative genius, Dick." Or those Levi's ads that, well, don't act like ads at all.

Dubbed "anti-advertising," the trend is hot--but does it work? "If your goal is to catch people's attention, it works," says Michael Kamins, associate professor of marketing at the University of Southern California's Marshall School of Business in Los Angeles. "But if your goal is to sell, it's not going to work."

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