We all want to be seen. We want to feel that we make an impression on others that will ensure we are remembered in some way. We want to leave our mark. We want to make an impact. At the same time, we all want to go unnoticed. We seek calm and a life free of conflict. We aim to avoid judgemental looks and hurtful words. This is where the dichotomy between the urge to stand out and the desire to belong arises, often without warning: The choice is between being the star or just another member of the cast.
Scarlett O'Hara or Melanie Hamilton? Holmes or Watson? Frodo or Sam? As we grow up, we decide how to present ourselves to the world and what role we want to play. Some days, we want to step into the spotlight and experience things that make us feel centre stage. On other days, however, we are perfectly happy to miss the bus in the morning, finish the children's costumes for the school play at the last minute and hope that the day unfolds in much the same way as the previous one. Deep down, we just want to blend in.
Nevertheless, the urge to proclaim, "This is my story, and I am at the centre of it," remains within us. This desire does not always manifest itself consciously; sometimes, we need a little push. It could be a stimulus, a smell or a song, for example, that connects with the protagonist inside us all, which we don't always allow to come out. Although social media allows us to create spaces in which to celebrate the 'self', we also need experiences that go beyond the digital realm.
Brands know that everyday life should be made special, and they offer moments that lift us up. A recent example of this is Dove's collaboration with Bridgerton on their 'Royal Treatment'1, a new range of skincare products that, according to the brand, 'every king and queen deserves'. This partnership shows that our sense of importance does not always depend on the attention we receive from others, but comes from within. We can choose to be whatever we want to be, and our choice is just as valid whether we opt for the role of knight or squire. The important thing is that, even though we know our role in the world is small, we can find refuges of fantasy in the form of brands that renew us. Thanks to them, we leap from the shadows into the light. From the ordinary to the extraordinary.
Brands reach out to us in various ways, allowing us to take part in experiences that break with routine and support our personal growth. Examples include Netflix's transformation of the centre of Madrid into the Upside Down World2, PlayStation's transmedia narrative that saw a spaceship 'land' in the middle of Puerta del Sol3, and Pantene's Hot Hair Studio4.
In short, they offer us a touch of magic that allows us to put on our glass slippers and enjoy the dance, while also acknowledging the reality that keeps us humble and the comfort of staying in the background.
Let's enjoy its spell, at least until midnight.
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[1] https://www.dove.com/us/en/campaigns/products/dove-and-bridgerton.html
[4] https://www.vogue.mx/articulo/experiencia-hot-hair-studio-de-pantene-linea-keratina-repara-y-protege
Nacho Ramiro
Research Manager
