This week the BBC announced a new TV show - train spotting. Not the fast-paced Irvine Welsh book/film, but real life, slow as like, train spotting.
It follows Michael Portillio's hugely successful railway journeys, and the utterly charming great canal journeys (with Prunella Scales and Timothy West).
And now the fast-paced marketing chaps are catching on - the latest ads from Ronseal, Waitrose and Diago are like watching paint dry. Literally.
It's Mad Men no more - we all want to slow it down, seeking a simpler life.
It is perhaps a reaction to a world where we can't escape the push messages from advertisers.
Brands could do well to look to the professions. Late arrivals to the world of marketing, lawyers and accountants are masters of slow marketing.
Yes, there is increasingly 'push' marketing, but in the main, marketing is content led, thoughtful, and targeted. It is more pull, than push. And that is a good thing.
That is, of course, if you ignore the trip and slip brigade.
If you tuned in to Channel 4 at 9pm on 29 April, you would have spent three minutes literally watching paint dry. If that was not captivating enough, you could then have joined 12,000 others on YouTube who watched the full 11-and-a-half-minute version. Ronseal’s ad, which shows a man painting a fence, was the latest campaign to take advantage of a growing consumer desire for a slower approach to life. Two weeks before, Waitrose had broadcast live footage from one of its farms on YouTube, showing bees buzzing around a hive and a rapeseed field. The campaign’s TV spots featured "cow cam", a GoPro camera strapped to a dairy cow, and clips from chicken in a field. They are all examples of "slow marketing". And it’s a trend on the rise. Read more at http://www.campaignlive.co.uk/article/why-slow-marketing-going-mainstream/1395451#5HWQu6AtcJA3jWsJ.99