Friday, March 27, 2009

Fake Ones Are Better




I love this, but then I'm a sucker for all that post-modern shit. It's the perfect mode of humour for the smart-arse (because it's self-consciously 'clever') and the English (because it's indirect/ distancing).

However, it's well-recognised that the emergence of irony in a form indicates that it's no longer at the peak of its cool. Must we therefore infer that virals are no longer cool?

Thanks to GC for sending it.

21 comments:

Ben said...

That's simply delightful.

Bodecker said...

Your post has given me two ideas that are going to add about three trillion to the advertising economy if I can get my creative director to buy into them.

The first one is For Royal Mail. I'm going to base the whole campiagn on the idea of 'Post Modern."
My Granny says that they are now accepting payments by debit card so I think that this idea would align with their current thinking. I've already written a spec TV ad, which has a guy walking into a post office wearing Nike trainers to the sound of DJ Dingbat. It says everything people need to know.

The other idea, spawned from your post, is to create a blog called 'Extreme Ironying.' It's going to be rubbish.

Jetpacks said...

"Must we therefore infer that virals are no longer cool?"

Yes. Virals are now just long-form commercials that get shared and discussed for a week or two. We don't even need to call them "virals" anymore. It's a mainstream form now, no longer "subversive," "underground" or even hip. Nonetheless, still enjoyable and worthy of attempting on behalf of your brand.

The hard part is the bar is set very high. It's got to be something you won't see on TV and it had better be good enough to post on a blog or share via email. The level of snark and ridicule is such among the jaded consumers that there's a fine line between trying too hard and sucking and winning the masses over.

Bentos said...

..and it brilliantly showcases the car doesn't it. Gotta love them Mini Clubmen, USP; easy to model in Maya and make a shit animation with.

Anonymous said...

Speaking of ideas Bodecker - I thought it would be quite fun to start a blog where we find nothing but appalling commercials, then crit them as if they are the next big thing. Do a glowing analysis of the terrible performances, abysmal direction, hideous editing and repugnant idea.

EG - Linda Barker's acting credentials are up there with Daniel Day Lewis' in this revitalised campaign for award winning combo, M&C Saatchi and Currys. From the start, Barker has the viewer by the balls as she intensely snips those now infamous scissors at the camera with a wry smile.

I'd call it the Anti Scamp.

But then I would probably end up with no friends..... I mean most people have done a crap ad at one time or other. Or, I could run the site anonymously, or under some sort of pseudonym.

Anonymous said...

the thing about original is when you see it, it fills you with a special kind of happiness. This makes me quite happy but doesn't fill me with the special kind because HHCL did ads that talked about how they were ads for First Direct 15 or so years ago. Surely we're a bit post post-modern irony by now.

Anonymous said...

Its a cop out if you ask me. Couldnt come up with a real viral so parodied one. Saved face among the industry creatives, sure, but will be very lucky to get more than 60,000 views as punters couldn't give 2 shits about an expensive industry gag.

Anonymous said...

Virals haven't been "cool" since the fake VW 'terrorist'.

Bodecker said...

Hello 2:24
Your idea sounds like the basis of an idea for a blog called 'Extreme Sarcasm'. Maybe it would start a trend amongst creatives wearing sarcastic Tee-Shirts. Now they would have a really bizarre sense of post modern irony to them. But I fear that only one or two would appreciate them fully. But Oh! how they'd laugh.

Anonymous said...

I'd find it acceptable if they hadn't already done this pile of cack....

http://www.youtube.com/watch?v=MOhP-Dt3xpc

Anonymous said...

Dear Anonymous 2.39, what a tosser you are. Oh shit. You're me.

john w. said...

Mini Clubman looks like it's got dodgy handling with this!

Anonymous said...

i thought it was a viral for anti steering. then i thought it was a viral for the italian tourist board. then i got bored with it. but watched it anyway. then i forgot about it. all in all i think its pretty wank and not clever at all.

Bob said...

Presumptious to use the word "viral" though. Should just use the immodest "digital video"...

Scamp said...

I know what you mean, Bob. Technically, "viral" is an effect, not a medium. However, the word does seem to have become the generally accepted shorthand for "digital video which its makers hope will spread virally." So I don't mind it.

Hesse And Hombre, The Loco Legumes said...

WOW! That viral rrreeeely eez crazy! Eet makes us wanna go LOCO!!! Get the tequila!!!!!!

Anonymous said...

Are we sure they meant to do this?

I get the feeling, they filmed it all - it looked a bit naff and decided to then add the ironic "fake" bits to save it..

Anonymous said...

Awful, truly awful. The Talking heads sound like two smug creatives who are dreadful at acting. Done by college kids surely?

copyblighter said...

Are virals cool? Yes, no , maybe - it depends on the content. Is relying on CGI for impact cool? No.

If you can tell it's fake (and you can always, ALWAYS tell), then you're never going to think "wow" (unless you follow it with "they must have spent more than my annual salary in post").

As for this ad, using the fake debate as a basis for creative is half way to salvation. But it's still a cop out.

Having said that, 65,000 views in under a week isn't bad - and it's a damn sight better than anything I've done this week.

But then it is only Monday...

john bob said...

thank you for sharing the pain i feel watching tasteless videos that TRY very hard to bullshit and confuse me. i think i like you. mission accomplished. (unless that needs me buying this car. but then nothing would ever make me do that)

golublog said...

I think it's smart when a commercial recognizes it's own medium. Consumers are too smart too fall for many of the old tricks, so one may as well parody them.