Mass Intimacy ft. Nike & Adobe

Jeff Goodby, the co-chair of Goodby, Silverstein & Partners, touched on the concept of ‘Mass Intimacy’ in his MasterClass. In the context of advertising, it means your ads sympathize and connect with your target audience so well that through which they literally feel like they have an intimate relationship with your brand. No doubt, we all want our ads to be like that. For example, If your target audience is B2B sales reps, try highlighting their pain point in a dramatic way (e.g. getting mad responses from people they cold emailed) to create mass intimacy.

The following two ads from Nike and Adobe Marketing Cloud are true testaments to this concept. I, for one, feel very close with Adobe Marketing Cloud now.