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Friend Notebooks Launches "Truman Show"-Inspired Campaign, Embracing the Absurdity of Modern Marketing.
In a bold and refreshingly self-aware move, Friend Notebooks, the beloved creator of special interest planners and notebooks like the "Fast Brain" series, today unveiled a new social media video campaign that artfully blends a self-deprecating humour with a poignant commentary on the current marketing landscape. Inspired by the iconic film The Truman Show, the campaign aims to acknowledge the jarring dissonance of selling products in a world grappling with immense political, economic, climate, and social volatility.
The campaign series, dropping today across TikTok, Instagram, and Facebook, is a candid exploration of the brand's own discomfort with traditional advertising in an era of global unrest.
"There's so much happening in the world right now," explains brand founder, Alanah Purtell. "We're real humans trying to exist and carry that weight, yet we're also required to show up in your news feeds and convince you to buy notebooks. As much as we believe in the value of our items, there’s often a little voice in my head that says, 'Oh, um, really? Right now?'"
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CAMPAIGN EDIT: PART OF THE SCRIPT
This internal struggle forms the core of the "Truman Show"-inspired series. The campaign directly references the film's memorable scenes where product placements awkwardly interrupt Truman's seemingly perfect reality. Viewers will recognize the inspiration in the jarring, almost frantic attempts at product placement, reminiscent of Meryl's desperate hot cocoa pitch in the movie. The aesthetic leans into a 1950s infomercial style, creating content that is intentionally "desperate and discombobulating and honestly uncomfortable to watch. And that's what we wanted," Alanah said.
The series comprises three short scenes, each featuring an exaggerated product placement for Friend Notebooks' offerings. Complementing these are three behind-the-scenes shorts, offering genuine insights from the Friend Notebooks team into the "ludicrous process" of creating such a campaign.
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BEHIND THE SCENES: CRAZIER THAN NORMAL
Notably, the campaign features no paid actors. Instead, the Friend Notebooks team, described as "a bunch of neurospicy introverts who love making special notebooks," takes center stage. This deliberate choice underscores the authenticity central to the brand's ethos, highlighting the team's genuine discomfort with the performative aspects of social media marketing. "We are not content creators or actors or salespeople," Alanah stated. "And if we could share [our notebooks] without having to show up on social media, we would. But alas, we push ourselves to be here so we can reach our people."
Collaborating with trusted Aussie videographer Matthew Minchio, who has a long-standing relationship with Friend Notebooks and a deep understanding of their brand identity, ensured the campaign's vision was perfectly executed.
While acknowledging the unconventional nature of the promotion, Friend Notebooks isn't focused on immediate sales conversions. "This whole series is nothing like a conventional promotion. It's extremely self-deprecating," Alanah admits. "We are really calling ourselves out for the discomfort paid ads in your face can cause people."
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CAMPAIGN EDIT: GIVE IT A FRIEND
CAMPAIGN EDIT: I'M CONFUSED
Instead, the campaign serves as a powerful commentary and a deeper revelation of the brand's values. The primary hope is for the audience to gain a richer understanding of Friend Notebooks as a brand and its commitment to authenticity, even amidst the perplexing demands of modern commerce.
The "Truman Show"-inspired campaign by Friend Notebooks promises to be a thought-provoking and entertaining watch, offering a refreshing dose of honesty in the often-glossy world of social media advertising.
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BEHIND THE SCENES: SORRY RACHEL
BEHIND THE SCENES: DON'T PUT THAT IN THERE
ABOUT
Creator's Friend do notebooks for the makers, the dreamers, and the 'I'll just jot that down'-ers.
Known for their minimalist, functional designs , satisfying colour palettes, threaded bindings and rich craft finishes, the brand has become synonymous with simple pleasures.
Whether you're plotting a novel, planning a garden, or just trying to remember what to buy at the shops, there's a Friend for that.
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