The death of bland: Why marketeers must get comfortable being uncomfortable

Let’s face it: most marketing campaigns these days could use a shot of espresso—or perhaps something stronger.

The UK is drowning in an ocean of mediocrity, as marketers play it safe, churning out campaigns that are as forgettable as last Tuesday's lunch.

But here’s the kicker: the world is moving fast, and the brands who refuse to get uncomfortable are being left behind.

Trend Alert: AI is here, and it’s stealing your lunch

Artificial Intelligence isn’t just the shiny new toy for tech nerds anymore.

Tools like ChatGPT (ahem) and MidJourney are reshaping creative workflows, replacing tired brainstorm sessions with algorithms that churn out sharper taglines than most junior copywriters.

Even Coca-Cola has jumped on the AI bandwagon, collaborating with OpenAI to create personalised ad campaigns that feel almost human.

But here’s the thing: AI is a tool, not a saviour. If your brand DNA is beige, AI isn’t going to add the splash of neon you need to stand out.

In fact, it might amplify your mediocrity.

Marketing directors who treat AI as an assistant, not a replacement, are the ones laughing all the way to the awards shows.

Jaguar’s Fearless Rebrand

Jaguar has thrown caution—and its legacy—out the window with its audacious 2024 rebrand.

Abandoning its classic image of refined heritage, the brand now champions "Exuberant Modernism," a creative ethos focused on fearless originality.

The rebrand includes an unapologetically bold visual language, eschewing cars altogether in its ads to instead showcase emotion, energy, and a “copy nothing” mantra.

Critics are divided, with some calling the shift “genius” and others balking at its brashness. But Jaguar’s goal is clear: redefine itself as an electric vehicle powerhouse that connects with a younger, wealthier audience.

The daring move reflects a belief that in today’s market, subtlety is dead. It’s a wake-up call to other brands stuck in the safety lane

Trend Alert: The rise of Gen Z’s BS radar

Here’s a sobering thought: Gen Z hates your ads.

This generation is fluent in digital, allergic to inauthenticity, and armed with a meme vocabulary that will annihilate your stock-photo campaign before it’s even left the meeting room.

Case in point: last year, a multinational tried launching a TikTok campaign for a luxury perfume using literal stock footage of wind-blown models.

The backlash was brutal, with TikTokers tearing the brand apart for being out of touch.

Take a leaf out of ASOS’s playbook. Their “As Seen on Me” campaign gave customers control, inviting them to showcase their outfits.

It wasn’t about gloss—it was about real people, and it worked. Gen Z wants authenticity, not airbrushing.

BrewDog’s "Apology" ads

BrewDog, the enfant terrible of the beer world, is a masterclass in polarising marketing. Their recent “Sorry, Not Sorry” campaign took aim at critics, with headlines like "

” plastered across social media and billboards.

Did it annoy people?

Oh, absolutely.

But it also reinforced BrewDog’s rebel image, driving engagement through the roof.

Love them or hate them, you’re paying attention—and that’s what matters.

The question is: does your brand have the guts to provoke a reaction, or are you content with polite claps?

Stop hiding, start thriving

Here’s the uncomfortable truth: the world doesn’t need another safe, “on-brand” campaign.

We’re in a golden age of chaos marketing, where authenticity, boldness, and a willingness to adapt are what set the winners apart from the also-rans.

Marketing directors, it’s time to step out of the boardroom echo chamber and embrace the messy, unpredictable world your customers inhabit.

Because if you don’t, someone else will. And they’ll be the ones drinking your market share.

Go on. Get uncomfortable. You might even like it.