After all, we millennials have grown up looking at 4 000 to 10 000 advertisements a day – not to mention the copious amounts of images and videos we see in our feeds or seek out on Tumblr, Pinterest, or Flickr.

So how do advertisements pause our thumbs, keep our attention, commit themselves to memory, and incite purchase? In part, it’s having a clue what happens outside. Luckily for brands, successful adverts can educate, empower, introduce humour, or inspire.

Here are some brands that have successfully diffused politics and controversy – or given it new light.

Celebrate love rather than wall-building – Thanks, Diesel

Diesel's ad provides a space for people to openly talk about the current issues while making a brand relevant and in touch with consumers. This does go to show that Diesel has enough Internet game to throw shade and doesn’t exist in a vacuum, but is rather interactive and quickly reactive. Plus, you make us feel smart for getting it. Please don’t inflate our millennial egos anymore. Or do, please?

Connect brand mission to a political stance like Airbnb

In a direct response to the political climate at the time, the brand made quick moves to get its advert We Connect out to show its solidarity-garnering lots of appreciation. Brands with quick agility and flexibility win out.

Relate to your people. Nandos knows what’s up

This advert, titled Wings Roulette, and many others by Nandos, is so successful because it speaks directly to South African truths – making the audience feel like part of the 'in-group' while cracking jokes about politics, culture, etc. This is not unlike the tactics used in Internet memes, which often require the audience to have a basic understanding of the cultural and political references to get the jokes and share.

If Audi can draw parallels between cars and equal pay, so can you

What is interesting about Audi's ad, titled Daughter, is that it caused some backlash when social media took to their screens to point out that Audi doesn’t practice what they preach. Despite the criticism, Audi engaged its audience with a story that didn’t outrightly relate the brand to the message, and successfully created a buzz about whether or not equal pay was far off or not.

If you’re brazen, take on same-sex marriage, adoption, and disability like Wells Fargo

Wells Fargo's ad is putting down all of its cards to situate itself in a space that makes liberals go 'aww'. Wells Fargo is normalising these issues by not recognising them as integral to their larger financial stability message – a different approach than a shocking statistic or in-your-face fact.

Cheerio’s explores a new 'normal' with a biracial family

This advert attracted viral attention for portraying a mixed family in 2013. Cheerios and its supporters stood behind the TVC because its online brand exposure went up 77% from the week before, and went so far as to create a follow up the Wholesome advert a year later. Sure not everyone on your timeline is sharing it, but there are many people who agree and advocate for the ad, generating incredible support.

Just for fun, check out the way that MTV utilised humor to broaden the conversation on ways that unbalanced white privilege affects people of colour – whether it be catching a cab or securing a place to live.

Even soap can make us feel good about gender equality at P&G

Appealing beyond a millennial audience on a current issue is possible, and increases the likelihood that I’ll even share it with my grandma – who voted for Trump. Then she will share it with her Facebook friends, ranting about how they have been fighting for equality alongside Rosie the Riveter. You get the point. P&G wins out with #WeSeeEqual.

These progressive adverts are all assuming liberal positioning. Can you imagine a brand taking a conservative stance, such as advocating against LBTQ+ rights? Then they’d be shot down as misogynist homophobes.

Can a brand itself be a catalyst? Searching the corners of the Internet, it doesn’t seem to happen. Likely because it could be risky to take on an issue that hasn’t been tried and tested or is simply too polarising.

Non-profits organisations raise awareness on touchy subjects

Take Prevent Gun Violence for example. This advert raises awareness around its core issue, but imagine an FMCG brand leading the conversation on Internet privacy or the American criminal justice system. In fact, these issues seem unapproachable. Then again, didn’t we used to run away from race and inequality too?

These examples do not stray from sensitive subjects, but take them head on and supply a productive space to engage in such conversations. Yes, there are mixed reviews, but the exposure, quality engagement, and sometimes virality, are irrefutable. By engaging people in conversation and debate, you end up with brand advocates and activists.

When it comes down to it, advertisers need to tap into insights about the millennial generation to earn respect from consumers. Spend social currency, and your brand will win us twice over. You may even luck out and get us to tweet about you, boosting organic reach and brand loyalty – as well as mad respect.

For more information, visit www.fcb.co.za. Alternatively, connect with them on Facebook or on Twitter.

media update attended #Kellman's list to find out who the most influential millennials in South Africa are. Read more in our article, #Kellman20 lists influential South African millennials.