Insights on insights from one of my faves, Richard Huntington. He has an amazing video on Vimeo on insights (or lack thereof), which changed the entire way I think about planning. (after I saw it the first time, I sent him a gushing fan email, and he actually sent me a “Guaranteed Free Of Insight” stamp of my own. It taught me to ALWAYS reach out—people love to hear from people.)
Does Chipotle’s new animated short initiate an important conversation about our food system? Or is it a cynical attempt to turn consumer fears about certain agricultural methods into sales? Elizabeth Weiss on what the ad tells us about the company: http://nyr.kr/14DaQPM
The best commentary on this I have seen so far.
My two cents (which I know everyone was waiting for with bated breath): it IS manipulative, but it’s doing what it was made to do (as a piece of BRANDED content): sell burritos. Does Chipotle end up coloring outside the lines and making this a bigger conversation? Yes. But, from a marketing perspective, I like this activation (much more than the Extra gum dealio), and I LOVE that it is really making people think. And Moonbot Studios FTW always.
I came upon this Extra spot in my newsfeed today. Social Marketing is obviously something I think about a lot, and, as we know, I’m always up for a good, chill-worthy piece of video content. This blog post is where I first saw it, and it struck a little bit of a chord. Not because it’s an amazing emotional masterpiece—it’s fine, I guess. Kind of trying a little too hard but that may just be my jaded opinion. What struck the chord was the blogger’s commentary: “…It represents the future of marketing in a social world.What I love about it is that Extra Gum realized, “we’re not in the gum business, we’re in the storytelling business.”
Number one: it’s effectively a TV spot that Extra put online. A nice enough TV spot, but there is nothing “social” about it other than the fact that it was posted to social media sites—and that alone does not equal an inherently social campaign or activation.
Number two: Maybe Extra is in the storytelling business, as all brands really should be thinking about principles of storytelling in trying to effectively communicate with customers. But first and foremost, Extra is in the gum business. And I just didn’t get that at all in that spot. Those cranes could have been made from ANY gum wrapper, and, if we are truly thinking about the “story” of this video, in real life they probably wouldn’t have all been Extra. The brand of gum doesn’t matter to this particular story, at the end of the day, and that’s where this video loses its footing. Brands need to tell good stories, but they are BRANDS. They want us to BUY what they are SELLING. And flashes of an Extra package (that didn’t change once over the entire course of this girl’s childhood?) don’t really deliver on making this a piece of branded content that sticks out of the white noise.
It’s not a bad spot, and Extra is an especially tough brand in a TOUGH category. And I ABSOLUTELY applaud the effort to tell a real story…I’m just not sure if it’s a story that will move any sort of needle, will change someone’s mind when they’re at the checkout counter at the grocery store, offhandedly tossing a pack of gum into their cart.
AND NOW, A VERY COOL ANNOUNCEMENT!
For the second year in a row, hitRECord is partnering with SONY to power the technology that enables our creative process.
In 2013, SONY will be supporting our community of artists in all kinds of ways, including:
* Providing us with all kinds of cameras to shoot our TV show with
* Publishing a photography book with us
* Picking a handful of collaborations they want to support & put their name on
* Selecting some short films we make together & distributing them far and wide over the Internet
And this is really cool:
SONY will be providing us with technology to make art together by sending out FIFTY new RX100 II cameras to some of the more prominent and established Photographers and Cinematographers of our community.
PHOTOGRAPHERS: Make an Album of the Photos you’re most proud of. CONTRIBUTE HERE
IMAGE CURATORS: Make an Album of Photos on hitRECord that inspire you. CONTRIBUTE HERE
I can’t think of a better way for a company to support our art than by providing our artists the tools to do what they do!
I would just like to say thank you to SONY for supporting us - it makes a big difference as what we can do with this production company!
Thanks again <3
Sponsorship WIN WIN WIN. Connections at its finest.
So I may not win very many friends with this, but couldn’t it be possible that there are SOME images that are both? Alright, yes, not many…but you absolutely can make the case that there are moving images with an intent to sell (maybe a secondary intent, admittedly it’s rarely the primary) that ARE on a higher level, that do engage humanity and intelligence. (see here and here, for starters)
BUT this may be an example of why it’s not a great idea to knee-jerk post (tumblr, you make it so EASY). I think he’d probably agree with me, fundamentally. I took issue with a point that is not exactly the one he’s trying to make.