beauty call

Rory Sutherland is a pioneer in the fields of 360-degree branding and interactive advertising.  As the executive creative director and vice-chairman of Ogilvy One and vice-chairman of Ogilvy Group, he has overseen the creation of several recent, wildly successful branding efforts such as Dove’s Campaign for Real Beauty and Adidas’ Play a Sport interactive online campaign

In this speech at TED (an organization devoted to “Ideas Worth Spreading”), he elaborates on the idea that advertising can add value to a product by changing our perception, rather than the product itself.  He explains the many ways in which a change in perceived value can be just as satisfying as what we consider “real” value.

Video via TED