Is The Ad Media Biased Too?
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We ask because someone pointed us toward a new “social experiment” Fallon just developed for recruiting site The Ladders, and it’s almost an exact replica of the spot Denver’s Cactus Advertising created for the Colorado Lottery. The Fallon work is featured on Creativity Online, will likely get into their monthly magazine and will generate a ton of free press for the agency and their client. When Cactus did it, nobody really paid attention.
So, does the ad media only cover the concept because big-name agency, Fallon, developed it? Or is it because their idea is better? Certainly the concept has a much weaker tie-in to the product they’re pushing than to the lottery. Is the way they spin it to the media what gains the interest of the press – as a “social experiment” with a lengthy behind-the-scenes/making-of video to build drama and interest – versus Cactus’ :30 commercial execution? Are they better at their own agency PR than Cactus? What’s your take on it? Because this is one of the things we’ve got to get solved as an ad/design collective here in Colorado in order to get our own work featured in the national press.
Comments
Matt October 10, 2008
If you told people “Cecil the
If you told people “Cecil the Seal” was done by Droga 5, it’d win every damn award on the planet.
The Artistic Mercenary™ October 10, 2008
Bias. Definitely. This
Bias. Definitely. This industry’s always been biased and that’s no secret. You know Bono’s (Red) campaign? The ads launching that campaign (and the t-shirt designs) were rip-offs of a Killian’s outdoor campaign. But beer vs. charity, which one do you think people praised?
And the execution of this is more similar to the scene in Clerks when people are trusted to leave money on the counter even though no one’s present…people just assume someone’s watching.
Not original, but I’m sure it will get tons of praise. Let me start: Good job Cactus.
Grant October 10, 2008
The new version is longer,
The new version is longer, showing people actually trying to take the money by breaking through the container.
Frankly, that is just way more interesting than 30 seconds that show people with mild interest looking at a stack of money.
The new version gets more attention because its more interesting.
M. Westfield October 10, 2008
I have to second Grant. it’s
I have to second Grant. it’s more interesting. The lotto one had staffed guards inside the grocery store – so it wasn’t a social experiment, it was a display – people knew there was a guard AND they know grocery stores have video cameras. compare that with having 100k inside a box outside in a public setting not being guarded is definitely more interesting – particularly as groups of people start making deals “you break it open and i’ll split it with you”
remove the blinders October 10, 2008
Stop thinking in broad
Stop thinking in broad strokes people. These spots should not be compared on equal levels. This is a comparison of an apple pie to Cheddar and Apple Clafouti with Maple Creme Anglaise and Cider Sauce.
While the underlying idea of “attract attention with a pile of money” is the same, put side by side, Fallon wins hands down on execution. But there is an understandable reason for that–the target audience.
Each one is effectively executed in a style that’ll reach the desired audience. The big difference being, Fallon’s target is much more professional. A spot that looks regional and lower budget would be instantly discredited by the people Fallon is trying to reach.
Crock October 10, 2008
Both are smart ideas,
Both are smart ideas, well-executed to their targets. I tend to agree with Blinders, M and Grant. The Fallon execution seems a little more ready-made for industry adulation.
But…“social experiment”? That’s a stretch. It was a clever, public stunt. A social experiment would’ve given everybody stun guns and Reagan masks. Something.
Matt October 10, 2008
Remove The Blinders,
In this
Remove The Blinders,
In this case, you’re not wrong. But I think the comparison helps make a larger point. Denver is not NYC. But there are a few executions every year done in this market that would be much more famous if they’d been done by a name agency.
Again, if “Cecil the Seal” or “C-Tree” had been done by Droga 5 instead of Cactus, the media and the award shows would be all over it.
randall October 10, 2008
I think we got in One Show
I think we got in One Show once for Molson because the judges assumed it was Crispin..
but really.. I’ve always felt that it’s the person that does something in a larger way.. or has media behind it.. if 20 other cats do it first and nobody knows, it didn’t happen. It’s the person that gets it to popular media first that gets credit.. don’t know how many times we’ve all seen “our” ideas in award books years later..
timing and pr is everything
randall October 10, 2008
Matt,
Forgot to respond to
Matt,
Forgot to respond to you.. well said..
Nobody cares if Section 45 ran out of toilet paper today. But if Britney Spears farts, it’s on all the wires.
jay October 10, 2008
There was another idea
There was another idea putting money in a public place, specifically a bus shelter. It was to demonstrate the strength and effectiveness of 3M security glass created by Rethink/Vancouver.
GASTON October 11, 2008
more proof that nobody gives
more proof that nobody gives a shit about denver.