We live in an era where information is often filtered or mediated through channels that reinforce our biases. A liberal intellectual might prefer to get their news from the New York Times while a fundamentalist conservative might prefer to receive information from Fox News.
In advertising we might imagine what matters most is to produce work with high levels of conceptual creativity that will 'cut-through' or become a meme. Marketers develop archetypes and personas to create aggregated ideas of the customer they are targeting. It's also important to step outside our bubbles to sense-check what life is like for real people who operate outside of our own circles.
We made this video for a project to test some theories we had developed about the route trade, especially the good old New Zealand dairy. We'd seen the news reports about robberies and beatings; we observed the changing nature of convenience (from My Food Bag and Über Eats to gas stations that sell pretty much everything at all hours…even the decline in demand for cigarettes). We spent a day with Jay Patel, owner of the Orakei Superette in Auckland. What we learned surprised us.
Jay may not be the stereotype of a dairy owner, but he is articulate and thoughtful about building and running his business. The clip is a snapshot and a sample of one - but it's fascinating (especially the almost exact mirroring of Jay's comments by his customers about what is important). Most tellingly, in the era of 'click and collect', that personal interaction and a sense of community sometimes cancels the demand for infinite choice and a low, low price.