Brendan Seery
Deputy Editor
4 minute read
23 Oct 2021
6:45 am

Orchids and Onions: Being real is not easy

Brendan Seery

Authenticity is something which many brands – and their ad agencies – will claim as a part of their 'marketing DNA'.

The first 'Checkers Rush' store. Picture: Supplied

Authenticity is something which many brands – and their ad agencies – will claim as a part of their “marketing DNA”. Few of them, though, get it right. Whether it’s the cold, wooden delivery of supposedly “real people” or the too-slick patter of paid actors, attempts at being “genuine” frequently fall flat. I happened upon a piece from TikTok posted on Twitter by Mike Sharman from retroviral, as part of a bit of work they are doing with Checkers and that group’s agency, 99c. It features comedian Donovan Goliath doing a semi-rap rhyming piece about the dramas of life which...