Sometimes it takes a posh TV shoot to remind yourself why the industry is so addicted to the 30 second TV spot. But for agency and client alike, it’s a chance to go Hollywood, to vicariously experience the glamor of the film industry. I mean just being on a set is an incredible contrast to sitting in an office, as is watching the whole process of actors bringing your ideas to life. Add to that the usual perks of 5 star hotels and 5 star meals and suddenly doing a really cool microsite seems hopelessly dull. Especially if you’re a marketing client at a company that doesn’t give marketing a whole lot of respect to begin with and the week you spend in Los Angeles making TV spots, spotting celebs at Shutters or the Four Seasons, and having dinner at the Ivy is the only thing you have to look forward to all year.
Now all this is clearly not a reason to adopt a TV-centric policy. But it does help explain why so many clients- and agencies- are so addicted to the medium. And (as I’ve mentioned on here before) it plays a big part in whether we, as an industry, will continue to attract the type of top-rate talent we need once the glamor is all gone.
One solution is going to be bigger budgets for web videos, be they viral-wannabes or video that lives on a website. But we do need to bear in mind that despite the allure of things like social media, it's the high production video work that makes advertising into a glamorous business, one that attracts people with a strong creative bent. The video work we do for clients- online and off- are mini-movies at best. Social media solutions, well-designed websites: those are another skill set, the sort that attracts people with a very different mindset. That's something too many people tend to forget as they blow the battle cry for the brand new post-TV world.
Caveat emptor and all that.
PS: Merry Christmas to all those celebrating it.