Let’s get straight to the point; Sri Lankan advertising needs an intervention. More specifically, it needs to take a long, hard look at its obsession with dancing. Seriously, why is every other ad a full-on music video? From soft drinks to instant noodles, it’s as if brands believe consumers make purchasing decisions based on synchronized hip thrusts. Now, don’t get me wrong; there’s a time and place for a good jingle. A well-crafted tune can create top-of-mind recall and etch a brand into public memory. But in Sri Lanka, this concept has been stretched beyond its breaking point. Instead of using music strategically, we seem to be using it as a crutch. Why? Because it’s safe. Because it’s easy. Because no one wants to take the creative risk of actually telling a compelling story.
Where Did the Stories Go?
Remember the legendary Seylan Bank ad? The one with Albert Uncle and the forgotten wedding ring? That wasn’t just an ad; it was a moment of storytelling brilliance. It introduced a relatable problem, built suspense, and seamlessly tied in the brand’s service, Western Union, without beating us over the head with it. It was memorable. It was effective. It was marketing done right. Compare that to today’s ad landscape. Can you name a single truly iconic commercial from the past five years? One that didn’t rely on mindless dancing or a generic, forgettable jingle? The problem isn’t just creativity; it’s a fundamental misunderstanding of consumer behaviour.
The Attention Span Myth
Marketers love throwing around the idea that “people have shorter attention spans now.” It’s the go-to excuse for churning out shallow, gimmicky ads instead of meaningful content. But let’s be honest; people binge-watch hours of Netflix, scroll endlessly on TikTok, and dive deep into long-form podcasts. Attention span isn’t the issue. The real problem? We’re not giving them anything worth paying attention to. Consumers today crave authenticity and storytelling. A well-crafted narrative; whether it’s in a 30-second ad or a two-minute digital spot, will always resonate more than a meaningless song-and-dance routine. The problem is that many Sri Lankan brands aren’t willing to take that risk. They’d rather follow a formula that has worked (or at least been tolerated) for decades instead of evolving with the times.
Stop Playing It Safe
Let’s talk about why brands keep falling back on the same tired tropes. Dancing ads are safe.
They don’t require much thought. They don’t challenge the audience. And most importantly, they don’t make the brand vulnerable. But playing it safe in marketing is a sure-fire way to become forgettable. The best brands in the world take risks. Nike’s “Just Do It” campaign didn’t rely on cheesy jingles; it tapped into human ambition. Apple doesn’t need people breakdancing to sell iPhones; it sells an idea, a feeling, a lifestyle. Even local brands like Cargills and Atlas, when they’ve chosen to lean into strong narratives, have created some of Sri Lanka’s most memorable campaigns.
What Needs to Change?
The solution isn’t complicated - just more creativity, more storytelling, and less mindless entertainment. Brands need to:
Tell Real Stories: Ads should reflect real-life situations that people can see themselves in. Think about the ads you remember, it’s always the ones that made you feel something, not the ones with flashy choreography.
Highlight the Product: A jingle should reinforce the product, not distract from it. If people remember the song but forget what’s being sold, the ad has failed.
Be Bold: Take risks. Challenge conventions. Try humour, drama, or even silence if it serves the brand better than another overproduced dance sequence.
The Final Word
Advertising in Sri Lanka is at a crossroads. Brands can either continue playing it safe, producing forgettable, dance-filled fluff, or they can step up and create marketing that actually resonates. If the goal is to stay relevant, then it’s time to ditch the dancing and start telling stories that matter. Because at the end of the day, no one ever bought a packet of Maggi just because a guy in neon pants did a backflip.
