Have Levi's given us a glimpse into what all non-UGC video on the internet might look like in the near future with their 501 on line premiere?
These HD films look great and they stream well. I wonder how long it is going to take for this kind of quality to become the norm for brands producing work for the web?
I think they are missing a trick by making the films too much in the mould of the TV commercial format though. The superb quality aside, the films themselves had the potential to be more engaging. I want to know more about the girl and boy that jump into the water. Tell me their story and I may just choose to watch your films because they are intriguing rather than just because they have high production values, have a clever twist and stream well in HD. Give me the opportunity to engage with those characters, let me spend more time with them and I bet you the brand recall and awareness charts will shoot off the scale.
They're pretty, but why are they online? What makes them anything else other than TV spots without TV? They're racy and a bit edgy, but other than not being able to scrounge up enough budget for a TV buy, why online?
They're one-directional.
You can't interact with them.
The spots (they're not "films") are linear ... They start. They end. That's it.And that's boring.
They're high quality. But so what? Go on Vimeo and there is more than enough cool HD content for me to watch.
Blah.
They are good adverts, but that's as far as they go in my eyes.
In order for it to be classified as content, it needs to give something to the user, and I can't see what anyone would be able to take from this content, other than the fact that Levi's make good adverts, and their new campaign is "live life unbuttoned"
In short, there is little reason for anyone to click to play
Liz Smith
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Member since: 18 Jun 2008
Last login: 09 Nov 2009
Total Posts: 20
