Wednesday, August 29, 2007

We'll be old before Young Guns video is over

Some of my fellow ad bloggers covered this site for the Young Guns awards yesterday, and while, it has its moments, it also, ironically enough, represents much of what's wrong with online advertising creative: it assumes too much interest on the part of the intended user (or in this case viewer). After taking forever to load (I agree with you on that Agency Spy), and a brief intro by a daft, fat, male angel, the first excerpt in this "awards virgins" contest—accessible at letusbeyourfirst.com—takes the form of an (intentionally) bad high school musical, except, maybe, for the sexual innuendo. There's a wee bit of fairly meaningless interaction, some singing and dancing, and a special appearance by Alex Bogusky (above, appearing as an angel/genie/fairy godfather), but ultimately, one has to ask the question, why is this little sketch going on for almost five minutes? It'd be unusual to find an advertising creative who isn't interested in entering an awards show, so even if it's fine to have some fun along the way to the entry form, this much preamble just isn't necessary, and doesn't respect people's time.

2 comments:

Toad said...

>>it also, ironically enough, represents much of what's wrong with online advertising creative: it assumes too much interest on the part of the intended user (or in this case viewer)>>

Exactly.
I wonder how many people bothered to sit through this and how much whoever put it together spent on it.

Anonymous said...

i haven't bothered watching it but it sounds like a traditional ad agency approach to online. "hey, let's shoot something and put it online!". something i've been guilty of myself. but no more!