Ad creatives have been pilfering creative ideas for years, however in the age of the internet creative pick-pocketing is both more tempting and easier to uncover.Last year I wrote a blog piece about Fiat stealing a corking cult internet clip and turning it into a long running TV ad. Well, having spotted "the Palindromic sketch" on B3TA last week, I'm taking bets on when we'll be seeing a similar palindrome-based ad creative hitting our TV screens. I'm guessing in the next 6 months - any sooner anyone????
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This is a perfect follow up to my blog piece yesterday about Simon Cowell and his mastery of the social media meme (in the forms of Susan Boyle, Paul Potts and the like). A brilliantly observed piece of meme analysis from the guys at Rocketboom (one of my favorite vlogs) - who are also the brains behind blog project Knowyourmeme.com - the home of the modern internet meme.
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The other day Simon Cowell did a touching thing - he publicly announced that he'd take a pay cut from ITV. At first I thought this was Cowell's attempt to jump on the credit crunch bandwagon to come across all in-touch-with-reality as a cunning pre-emptive PR tack. However, watching what's happened with the Susan "the badger" Boyle phenomenon in the last week, Cowell's move now all makes a lot of sense.Cowell needs ITV just as much (if not more) than ITV needs Cowell. This is because Cowell's new media model is firmly reliant on ITV. Cowell has cunningly devised a buzz-generating / fame-making model which relies on the symbiotic relationship of mainstream media (TV and press) and social media. A relationship where his TV show feeds YouTube / social media which feeds mainstream news media which feeds YouTube / social media which feeds mainstream media etc. etc.It's not by luck that 3 of the most highly viewed clips on YouTube are linked to him: Leona Lewis, Paul Potts and Susan Boyle, whose videos (between them) have been viewed over 200 million times.The big question is - would Cowell be able to generate such levels of buzz if his shows weren't prime time ITV? The answer to that is a clear no. And Cowell knows it - hence how he's so heart-warmingly offered to take a pay cut from ITV. The other option is of course to join Richard and Judy and their 6,000 viewers on UKTV . . .
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It’s interesting to see how people are using Twitter - and how it fits into the history of social media. It can’t be more than 3 years ago now that people (including Yahoo) were getting all hot and bothered about a new internet phenomenon called Delicious. Apparently we were all going to turn into a social search engine - where people usurped technology and instead of relying on other Google finding the good stuff, we’d rely on our friends to do it instead.Well, fast-forward 3 years, and we seem to have a case of history repeating itself. Given that most people now use Twitter as a link sharing platform, Twitter has basically become the son-of-Delicious. The only difference is that instead of the dour geeky feel and positioning of Delicious, we have the cute birdy-based Twitter, with its clever positioning and simple user-experience.And don’t Google know it - hence why the guys from the Googleplex have become Sylvester-like in their keeness to get their hands on the Tweety-Bird, and turn it into some kind of real-time user-recommended social searchy system . . .
Errr, well this is certainly an interesting way of launching a brand into a new territory. 42Below have a pop at the UK ad industry - with some nice cameo appearances for Hyper, the Tea Building (Home to Glue et al) and uber-planner Faris Yacob. It's cheeky - but will it work???? Well, it's got our office talking . . . Thanks to Digital Prolixity for the heads up.
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Chris Quigley
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