Creatives Vomit Verbal Diarrhea, Therapy Needed

helio_bubbles.jpg

"Sorrel Ahlfeld's 2 Sense Productions, in association with Anonymous Content's Integrated Division, collaborates with Getty Images to create fresh, new innovative content for stock video and print purposes. The integrated short film, Bubbles, is an admiring, humorous, mesmerizing look at a city, at friendship and the technology that connects us all. 'The collaboration with Getty Images enabled us to develop a creative, interesting idea that evolved organically,' said Executive Producer of Anonymous Content's Integrated Division, Danielle Peretz."

OK, guys. Save the pompous grandiloquence. It's a fucking Helio ad. As an industry, why is it so hard for us to admit our primary purpose is make ads that sell shit to people? We don't make Oscar-winning shirt films. Is it that we are ashamed of what we do? Is it that, oh yea, we all want to be Hollywood directors? We. Make. Ads. Admit it. It's the first step towards realizing we are just a cog in the wheel of commerce.

Adam Fine from Trust Collective clarifies, writing:

"yo steve -

its not an ad for helio - the job was solely done for the purpose of stock film and print purposes for getty images.

the director chose to plant a brand in the piece to possibly cut the project down later and make it a spec piece for his reel.

possible to print a brief retraction?"

Well, that explains it.

by Steve Hall    May-28-08   Click to Comment   
Topic: Commercials, Opinion   

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Comments



Comments

So, Helio's the phone (sorry for calling it a phone) that makes short films? Works for me. Just let me download the films to my phone for free.

Posted by: Jessie Birks on May 28, 2008 3:43 PM

Despite the PR speak in the original post, the ad biz has morphed so "entertainment" that it forgets to sell anything. The creative is fun and engaging, the brand integration is weak (at best), and the reasons to buy are nearly non existent. I understand creatives who forget about ROI and all that good stuff, but what I don't get are the marketers who buy into entertainment at the expense of advertising. Maybe that's why the average tenure of the chief marketing officer is something like three seconds.

Posted by: Jim Bender on May 29, 2008 1:17 PM

sorry that a few folks having fun and being creative is soooo frustrating to you. loosen those shoe laces, friend.

Posted by: ts on May 29, 2008 3:04 PM

Oh I have no problem at all with fun or creativity for creativity's sake. None at all. I just have a problem with the whole thing being called something other than what it is: a commercial.

I understand what Adam from Trust is saying. No problem with a director dropping in a brand to puff up his portfolio. But to pass it off as something it's not doesn't sit well.

And it's the mindless blather, paragraph after paragraph that bothers more than anything.

And why drop Helio into something that's supposed to promote Getty? How would the viewer of this know this was anything other than something associated with Helio? Seems like a lot of money to spend just to promote something that's never mentioned in the video.

Helio might be lovin' it though.

Posted by: Steve Hall on May 29, 2008 5:22 PM





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