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uberVU - social comments — Thu, 05 Nov 2009 14:43:38 GMT

This post was mentioned on Twitter by IABUK: Jack Wallington on the effects of social media on search - http://tinyurl.com/yldjuww

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Thu, 05 Nov 2009 14:24:26 GMT

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re: Digital creativity dead?

Roy Murphy — Thu, 29 Oct 2009 09:26:05 GMT

I'm all for examples of showcasing brilliant creativity. But sorry Jack, that alphabeat example ain't one of them. The idea might suit the bands fun/quirky/accessible persona but just dancing and tapping on the screen is so lazy, been done before and not even particularly well executed. zzzzzzzzzzzzzzzzzzzzzzzzzzzzzz

re: Digital creativity dead?

Jack Wallington — Wed, 28 Oct 2009 12:23:34 GMT

I obviously can't make you like the ad because taste is subjective. Personally, I liked it because it was simple, silly and fun, which matched the band's image video and album packaging, plus it caught my eye – something not all ads manage to do.

I take your point James, but to me, creative and effectiveness in advertising are inextricably linked. You can have a beautiful piece of creative that wins awards but doesn't boost brand or sell products - in which case I wouldn't say it was a good piece of advertising creative because it didn't achieve what it was supposed to do. You’re right that this is a separate debate and one that will likely be discussed at length. We should host a debate about it! :o)

Nevertheless, my aim with this post was to encourage more people to show off great work, not criticise other people's. I selected a couple that I liked recently, if you can point me in the direction of more ads that you think are great, I'd love to feature them in a future post.

re: Digital creativity dead?

paul jason — Wed, 28 Oct 2009 10:27:23 GMT

I agree with James - the creative on the Alphabet ad is awful!

It shows nothing innovative or ground breaking! There are many other better examples of digital creative out there.

re: Digital creativity dead?

James Cooper — Tue, 27 Oct 2009 16:02:12 GMT

David,

your post was titled 'Digital Creativity Dead' not effectiveness. In my opinion the Alphabeat ad is creatively terrible - because it doesn't look good and it's not original (criteria most creative people would deem important)

It may work with consumers, it may not, that's a separate debate.

re: Digital creativity dead?

SEAN RUTTLEDGE — Tue, 27 Oct 2009 14:19:28 GMT

FYI clicking on the links in the Alphabeat ad leads to nothing but 404's

In case you didn't know....

Just sayin !

re: Digital creativity dead?

Jack Wallington — Tue, 27 Oct 2009 13:32:10 GMT

Hi James, I am aware of the Axion ad but this is an example of a campaign that's currently live that I like, I wasn't looking for the first of its kind. Have you seen any consumer research that would suggest it is a terrible ad? Surely if something similar worked for Axion, it will also work for Alphabeat. The entire creative process in advertising is built on learning from what works and what doesn't. I doubt Ford look on in horror everytime Honda run a TV ad of a car driving around with music playing over the top.

There have been literally hundreds of video MPUs, skyscrapers and banners with people interacting with the screen - Axion wasn't the first and Alphabeat definitely won't be the last. Most film trailers in fact have had people tapping and interacting with the screen for years; it's a good way of getting people's attention in a channel with the sound turned off by default.

We actually talked about this in our Movie Marketing Report released in Feb 2008. The ads for the 2007 film Walk Hard: the Dewey Cox story had the main character tapping the screen and mouthing "turn your sound on".

re: Digital creativity dead?

James Cooper — Tue, 27 Oct 2009 12:38:38 GMT

Errrrrr... that Alphabeat ad is terrible. And even it wasn't better executed it's a direct rip off of the Axion Band in a Banner ad that cleaned up at every awards shows last year.

www.oneclub.org/.../showcase

Maybe you should do a little more research?

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Tue, 20 Oct 2009 16:32:48 GMT

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iPhone – so should you

IAB blog — Tue, 20 Oct 2009 16:05:45 GMT

In Saturday’s Guardian, Alan Rusbridger’s listed the 10 ways in which his life has changed since the

re: No one's an expert

Kevin Gordon — Fri, 16 Oct 2009 08:19:30 GMT

Hi Amy,

Many thanks.

That's very funny indeed !!!!

The tragic thing is, it's ruining the business.

Agencies are now having to do ads that will not get sufficient

media spend because money is being divereted on line to talk.

Talk is cheap.

Ideas are powerful.

the same has happened in healthcare.

Every doctor is a specialist.

They all know a lot about one thing

and nothing about the whole.

there are few REAL general practitioners about.

so now, if you go to the wrong doctor

you get the wrong answer.

It's all been blown out of proportion.

Online is just a new media.

that's all.

It's not a professional ideas machine.

Yes it can be used by professionals

Yes it can inspire

Yes it can inform.

But ideas still come from people.

and they are all being made to struggle to survive

in agencies up and down the land

because of people like the one portrayed in that clip.

re: No one's an expert

AMY KEAN — Thu, 15 Oct 2009 12:27:40 GMT

Very good points! Wonderfully backed up by this video www.youtube.com/watch

re: No one's an expert

IanC — Thu, 15 Oct 2009 11:27:01 GMT

I meant to add, I completely agree with Jack. What the industry needs is a lot of talented and solid practitioners who understand quite a lot about all the online functions, and who have strong skills in knowing how to interrogate, challenge and extract the priority information from all the specialist functions.

re: No one's an expert

IanC — Thu, 15 Oct 2009 11:20:15 GMT

You stole my thunder John. Even the so called specialist experts are usually found to be less of an expert once you analyse and challenge their work. It's one thing to be able to know lots about a specialist subject (and do lots of name and technology dropping) but the reality is very few know how to apply this knowledge effectively to deliver optimal online campaigns.

And even when you take a specilist online agency, the person doing the critical elements of the work will often be a junior grad trained by a junior exec who was once trained by a junior exec, etc, etc. So actually even when they have a depth of specialist knowledge is is often produces quite one-dimentional expertise.