Advertising is dead, but the body has not yet been found. Like in J.J. Abrams’ tv shows, only some of us can see the body lying there. Others step over it and move on.
Advertising has always relied on one of two fundamental discourses: one rational, the other emotional. But both have long been exposed.
The rational approach was essentially just rhetoric. When brands made rational claims, they manipulated data — highlighting only the figures that made them look good while conveniently ignoring their competitors’ strengths. So, while it appeared to appeal to reason, it was really a kind of logic game. Over time, this tactic wore thin. Consumers began to see the bias in the perspectives being presented.
As for the emotional method… it doesn’t work on consumers anymore either. This approach, based entirely on perception, has also been revealed for what it is.
Today’s consumers understand consumption better than today’s advertising professionals. They can sense emotional manipulation — sometimes from the first seconds of a commercial or the opening line of a social media post. When they see a car ad, they immediately recognize their desire for freedom is being targeted. In political campaigns or alarm system ads, they know their fears are being triggered. They catch on quickly to whether they’re being seduced or pressured.
Sure, the consumer still likes to be entertained — but they hate being played. They don’t want to be treated like fools, and they’re tired of being deceived.
Naturally, the media itself — which helped advertising evolve — played a significant role in reaching this point. With the rise of digital, the bond between media and ad agencies broke. Today, no matter how much a brand spends, it has no chance of dominating all media. Even media companies no longer believe in advertising. After all, they were the ones who introduced consumers to ad-free platforms and gave them tools to block ads.
Celebrities and influencers are the last tools left in advertisers’ arsenal — but even that tactic is starting to wear thin.
Today’s consumer is in search of belonging.
Because the world is going through a crisis of meaning. Whether it’s joining a weekend trip or buying a product, the consumer isn’t just trying to fulfill a need — they want to feel part of something. They want to be proud of the product they use and the choice they make. They don’t want brands standing between them and what they love. Instead, they trust their friends more than they trust brands. They rely on the choices of people they know.
When we founded Antrikot in 2012, we were already aware of it. That’s when we decided to place the concept of culture at the heart of everything. Since then, using the elements that make up culture, we’ve created countless films, content pieces, ad campaigns, and design projects tailored to the unique needs of each brand.
This approach, which we call culture design, views marketing communication fundamentally as a form of cultural production.
To support this, we developed a methodical and academic framework using the seven core elements of culture. When we design the hero, language, rituals, rules, beliefs, symbols, and objects of a brand, we build a microcultural space. Pop culture, football culture, modified car culture, graffiti culture, corporate culture, brand culture — it doesn’t matter. What matters is creating an environment where the consumer can feel a genuine sense of belonging.
If you prefer, think in old terms: call this entity we’ve designed a brand. Call the hero a brand ambassador, the symbols corporate identity, the language tone and style, and the objects content. The result doesn’t change. What’s different is how we get there.
Culture design doesn’t force, manipulate, or persuade. It tells stories. It invites consumers to listen. And today’s consumer gets it — instantly. They’re present in the moment, ready to engage.
The era is changing. People are becoming brands, and brands are becoming people.
Those who keep thinking in familiar molds and speaking in worn-out terms are stepping over a corpse without realizing it. Meanwhile, we’re attending a funeral at noon and a wedding in the evening.
We’re on a mission to create our consumer. And the way to do that? Create your own culture with ‘Culture Design’.
