So, this may take us a bit far afield, but I was thinking about commercials as art (as Matt suggests), as a business tool, and how they might relate to the discussion we're having about trailers.
There's a new phenomenon of "user-generated content" on the rise. What does this mean? In places like myspace, it means building your pages to look how you want it to. In advertising, it means companies are letting the consumers suggest and dictate what an ad says or how it looks. Pretty smart, actually. It's a theory akin to voting on American Idol and market test research: let the consumers tell you how they want to be sold.
Of course, kids say the darnedest things. The obvious flipside to letting the consumers do the talking is that some of them might say things you don't like. In Chevy's recent campaign for their Tahoe SUV, they allow users to choose various scenes of the Tahoe driving, one of a few soundtracks, and they let users write the titles that come up on the screen. This has led to some fairly interesting commentary and ad-making. Matt, to me, this really is art. Fight the power. And then get the kids to soccer practice.
Oh, and here's another clip worth looking at when considering trailers. It won a contest to recut The Shining into a feel-good family film. How does editing and music make this classic horror into Mr. Mom? That may be the scariest thing of all...
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6 comments:
First off let me say I am pretty infuriated with that Tahoe commercial. Also, at the same time, amazed that the consumers thought of it. DID THEY REALLY?! I am in Sut Jhully's COMM 287 social communication through advertising class, and that whole commentary: don't worry about the environment, lagging economy, impending social issues - just indulge now...well, that is usually what the advertisers feed to us so that we buy more immediately, rather tahn us to them: It appeals to our darker more greedy side, rather than that containing any philanthropy. But phew, evaluating it as art, I guess one would wonder if it is effective in achieving it's goals: Just like a preview is supposed to make us go see a movie, does the add make us want a Tahoe? Either way the creativity, brevity, shots, dominating music and the way it is spliced together was impressive, especially for a consumer-made ad, but I'm still skeptical. If anything those who wrote in with suggestons were just giving the advertisers what they have already given us. I'm sure they all already have a Tahoe, but what about reaching a new market rather than solidifying an old one? I'm not buying no Tahoe!
(Side note: That "Shining" preview was hilarious in its authenticity. I was pretty fooled.)
I should clarify--this ad was never approved by Chevy or aired on television. Users have made "anti-tahoe" ads using Chevy's build-your-own system, and are posting them on the internet. Chevy had nothing to do with the commentary in this ad--that's all outraged citizenry.
THANK GOD! I thought the apocolypse was coming early. Haha. Now I really DO like this ad!
Very funny. I say: ART!
LRRLLRLRLRLLRRRRLLLLLRLRLLR,
Did we talk about Snakes on a Plane? The movie was supposedly changed in mid-production based on the suggestions of bloggers who were blogging about Snakes on a Plane. They wanted, maybe among other things, more swearing and violence. And I suppose that's what they'll get, to our collective benefit. Anyway, I've never heard of this sort of influence w/r/t the production of a movie before. I mean, I'm sure there's all sorts of focus grouping going on all the time - wasn't the end of American Beauty decided by a focus group? But this is different, this is like a viral focus group, or something, or something else, or something else entirely.
Blog,
Steve
"In advertising, it means companies are letting the consumers suggest and dictate what an ad says or how it looks."
Mozilla, the creators of the FireFox Web Browser, has is holding a contest where anyone can submit anad. From high schoolers to professionals in advertising -- an entire range have created some really awesome 30-second clips, and the result is some pretty funny stuff all around
http://www.firefoxflicks.com/flicks/
This is user generated content that benefits the makers as well as the public (cash prizes and the note in your resume that you made an ad for FireFox), and it's getting talked about in the media (free, no ad $$ there either). This concept didn't cost Mozilla a whole lot, and they are getting a lot of mileage out of it. Furthermore, it's endearing the public to the company -- making it seem accessible and community created.
Loved "The Shining" clip. Makes you wonder just how "real" reality shows actually are and how much of it is just the editing.
If anyone found that remix of "The Shining" entertaining, then you should definitely watch the "Brokeback to The Future" spoof.
http://www.youtube.com/watch?v=zfODSPIYwpQ
you'll never look at "Back To the Future" the same way again
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