Monday, March 23, 2009

When The Ad For The Ad Is Better Than The Ad Itself




You know those 2-minute films that Agencies put together, to summarise a multimedia campaign, to enter into awards? (Example above).

I know some people hate them, and would much rather judge the work itself, rather than a slick film that someone's made about the work.

But I must admit, they're a bit of a guilty pleasure for me. Rather than watching an ad, looking at three print executions, some direct mail, some store designs... all of which fall out of the envelope and onto the floor... all you have to do is watch a movie.

And now there's a website that collects these little movies. Other examples on there include the Night Driving campaign, and Lynxjet. Who knows, one day they'll have their own festival - the case study film festival.

Thanks D for the tip.

23 comments:

Anonymous said...

Just another category in the Mumbai Backyard Annual Awards Show that keeps charging you for entry fees.

Intregral said...

Campaign obviously worked wonderfully.

But you still owe me a new keyboard. I can't put my finger on it whether it was the V/O or soundtrack that made me yak.

Ben said...

That looks like a good, unfakeable example (I liked 'a coffee table book that we wrote from scratch', which had three words per page).

I suppose the real question about these films is how much they enhance the campaign they are explaining. Of course, they are all designed to ac-cen-tuate the positives and e-lim-inate the negatives, but that means the work is not judged on a level playing field. If a huge agency is willing to pay a fortune and take the time to make these films, then that gives them a better shot than places that don't - no matter the quality of the work.

It's a kind of super-extension of the spot varnished, oversized proofs that small-space print ads used to get. In theory, if the rules allow it, why not? Well, it's just more bullshit, isn't it? Yet another game to be played for the holy grail of another Gunn Report point that is, as Oskar Schindler said: 'Not the work, but the presentation'.

Anonymous said...

Glad you like these films scamp. As a video editor who has worked on a fair number of these for various agencies, I'm happy that some people actually like watching them. They can be fun to work on sometimes, as long as account people don't get too involved.

___________________________________ said...

Wow they even got David Duchovny in to do the VO!

Anonymous said...

what agency did this work?

Tom Morton said...

The campaign is from TBWA\Chiat Day. The store was the real thing. The Dog Adoption drive has raised millions for dogs homes in the US and in the UK, and has found good homes for thousands of shelter dogs.

Films like this help to knit together the individual elements of a campaign in to a story. They're ideal for persuading clients to go beyond their comfort zones of broadcast advertising. And as more of us find ourselves working on books, fundraising drives, pop-up stores and product development rather than standalone ads I can see them replacing reels as the main showcase of creative work.

Anonymous said...

12.40 - the branding top left of the clip at the start is a bit of a give away...

Anonymous said...

I love the fact that the last shot of the film is an ugly looking girl, followed by a title: 'Dogs rule.'

Anonymous said...

The wklondon.com site hosts loads of case study videos.

Bad Egg said...

It stinks!

Anonymous said...

Whens this WPP hiring freeze going to end, any inside info?

Anonymous said...

>ugly looking girl,

thank you, that's me and I'm with chiat.
I'm going to cry now.

Manic Miner said...

just another media platform i guess.

but theyre all starting to look and sound the same aren't they? flimsy half-ideas glued together by feelgood soundtrack and warm confident narrator.

i blame droga5.

JP said...

Jeff Goodby thoughts on thee videos

http://www.campaignbrief.com/2009/02/jeff-goodbys-andys-diary-day-1.html

Incidently he thinks Droga5's "Million" is the best one produced.

http://www.droga5.com/
(Click on Casestudies and then "million")

Anonymous said...

"Ugly looking girl" - you ain't ugly, you're hot!

Come over to England, love. We're not all like that 2.15 guy.

Anonymous said...

Hi Scamp,

Not a comment on this particular post.

I was watching a BBC Four show and thought the very brief overview of car advertising may be of interest to you.

http://www.bbc.co.uk/iplayer/episode/b00j4d3d/The_Car_Show/

From 37 min 38 sec. Lord Tim Bell @ 41min 45sec reminiscing.

Enjoying the blog.
Ifan Tomos.

Anonymous said...

Not sure if this will get to you Scamp, but I thought you might like to discuss the 'merits' of this online viral on your blog.

Its the official site for the new film, Crank 2.

http://doyouthinkivegotcuntwrittenonmyforehead.com

Want to make it clear I'm not responsible for it in anyway. I have a soul.

Anonymous said...

I agree with 10.07, Droga 5 are the Case Study dons. Check out their one for the Unicef 'Tap Project'. And their one for the Ecko viral. The ads themselves are fairly underwhelming expositions of clever marketing strategies, but the ads for the ads are what win them the awards.

Anonymous said...

(Not at all ugly) Girl from Chiat - I'm (extremely rude) 2.15 guy. I apologise profusely: I was after a cheap laugh, not thinking for one second that you'd ever read this. I feel quite bad now...

Scamp said...

Oh dear. That Crank 2 viral does use rather bad language doesn't it.

Rupert James said...

I'm tempted to say that the general standard of these case studies is shocking knowing the professional communication agencies that are behind them.

And then when I see a superb presentation, I start to think it's just faux work packaged in flashy graphics and fabricated stats from some award-hungry, scam-mad creative department.

I guess we are in the business of spin.

Rupert James said...

Compare Droga5's Tap 07 and Tap 08 for a fairly direct comparison of how attractive packaging can improve the impact of your work.