Introduction

Social media is overflowing with examples of “innovative marketing” and “retail revolutions,” but not everything labeled as groundbreaking truly delivers value.

A recent viral video from Dubai, featuring a living mannequin showcasing products, perfectly highlights the confusion between creating a spectacle and building a sound marketing strategy.

The Common Confusion: Spectacle vs. Strategy  

Many businesses and even marketing professionals mistake flashy stunts for effective strategies. While the fundamentals of marketing—like Kotler’s 4Ps (Product, Price, Place, Promotion)—emphasize creating and delivering value, these basics are often overshadowed by the race to go viral.

However, some argue that even such seemingly superficial stunts can serve as a valid form of marketing. So, is this living mannequin a shallow gimmick, or could it genuinely contribute to a robust strategy?