“How very dare you!”

It was unusual to see Contagious veer off into rant mode in one of its recent news alerts. Its flagship product, the quarterly Contagious Magazine, is a must-have for any advertising agency which doesn’t want to wither and die as an above-the-line dinosaur.
It was quite fun to see it rail against Ooh Am I In It? Weekly (otherwise known as Campaign), but not so much fun to see it pick on the two creative “girls” (the Contagious term, for they doth be blonde) who dared, in this week’s Private View, to say of Joost web ad

How is it different to ‘what we already have’ TV? Maybe if we knew exactly what Joost was, it’d work, but we don’t so it doesn’t.

One can almost hear the Contagious crew girding their loins in outrage at the supposed ignorance of the creative pair who really Ought To Know Better about this development in media (nicely covered in the latest issue of Contagious, I would like to point out).
But Contagious are SO missing the point… the duo (creatives talking about creativity – the cheek of it!) relate some of the YouTube comments left by other jaded watchers of the Joost ad. It really is saying something if YouTube viewers can’t make head nor tail of the virtually incomprehensible ad. And one would assume YouTube’s viewers contain a relatively sizeable constituency of new-media-friendly people.
After all, the ad doesn’t tell you what the blasted thing IS, a creative failure that two women of their profession were well able to notice.


4 Responses to ““How very dare you!””

  1. 1 Amelia May 2, 2007 at 4:33 pm

    It’s a tricky one. I posted a comment on Adverblog about this. I said that I did not think that it was a real ad, I thought that it was actually a fan ad.
    I really rate Albion as a top creative agency and their explanation of what this film was supposed to do was interesting – basically it was a part of a bigger PR initiative around Joost and NOT TV ad for public consumption.
    The Contagious rant made me laugh out loud though!

  2. 2 Will May 3, 2007 at 9:56 am

    I agree with Amelia. It reminded me of ‘Look Around You’, if anyone has seen the BBC2 series.

  3. 3 Jess May 22, 2007 at 2:13 pm

    Hey there. Nice that we’ve been noticed – if only for being ‘Outraged of Carnaby Street’. Thanks for the kind words about the publication!

    As it said in the rant, we’re really not ones to bitch. We have a lot of respect for the work that our fellow industry publications do, and tend to stay out of adland gossip and backstabbing as much as is humanly possible. I think we were just a little frustrated that, elsewhere in the world, there’s a genuine enthusiasm for web applications like Joost and their potential for advertisers, and its hard to see how London is still held up as an industry leader when young people who work in the industry are so very unaware of how their landscape is changing. We also pointed out that the ad might not be everyone’s cup of tea (the subsequent interview with Aaron Hinchion of Albion pointed out that it was initially only seeded on the Joost homepage as a bit of extra info on the product, so when taken out of context, it might well be considered confusing. It’s a bit like awards juries watching virals on massive cinema screens. It’s never going to work as well as you want it to).

    We appreciate that as far as the creative team were concerned, the ad didn’t do its job. They are of course entitled to their own opinion. However, it’s hard to see how as young creatives they are doing their jobs when their view of the industry is so blinkered.

    OK, rant over – as you were. 🙂

  4. 4 oldvic May 25, 2007 at 11:21 am

    Jess, I’m not one to judge whether the two creatives are au fait with the bigger issues in advertising. My point is simply that as young creatives they wrote their Private View column purely from the creative perspective. They didn’t discuss the issues that Contagious is so knowledgeable about – I’d say that as creatives, it wasn’t in their brief! If the column had been written by a planner who also didn’t raise the bigger issue, then your case would be infinitely stronger.

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Self-important bit

I’m Victor Houghton, a, er... something or other in one of the UK’s largest advertising agencies. My job title has a comma in it, which is embarrassing. I’m the chief finder-things-outer with a splash of trends who is lucky to work with all the major functions of the agency, even though I am most closely associated with strategic planning. Everything in this blog has most probably been stolen from other, infinitely more talented people, although the opinions are most definitely my own and not those of the agency.

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