To be or not to be

I don't make a habit of criticising others work. It's unprofessional and often doesn't take into account the reasons why someone had done what theyve done. It may not be the most creative or groundbreaking campaign. It may not show innovative thinking or breakthrough media strategy but it is often effective and shows knowledge of the target audiences response rates to their offering.

However.....

I'm at a loss to understand the reasoning behind the Halifax tv ad with two employees pretending to be DJ's. Yes it's awful to look at and more cringe making to experience than most but it's not that that appalls the most. It's the fact that someone somewhere has given precious work to struggling actors and forced them into such a humiliating position.

I wanted to be an actor when I was a teenager. My mother talked me out of it with the promise of penury and bitter despair. I've never really forgiven her. I've always yearned for the stage and a visit to the theatre leaves me breathless with both excitement and jealousy. And yet watching those poor souls try to make something good out of such a horrible piece makes me think that maybe mum had a point!

Posted via email from oliversrussell's posterous

How long should an online video be?

I have this debate all the time with clients when deciding how long an online video short should be. There are lots of factors that decide this but the main and obvious one is how long will the creative hold the attention?

 Most 'Viral' campaigns created by brands are 'one hit' creatives and actually based on the methodology of a TV ad regardless of their adaptation to the online medium. Once the gag is revealed there is no point going beyond a short edit due to the short attention span on offer from your target audience. Not to mention the fact that the sooner you get to the point the more chance you've got of converting the view into a click. 

If you are going to go for a longer edit  then the content has to be super compelling and have a narrative pleasure for the viewer that transcends the 'joke'. 

We achieved this with our short comedy film for Pringles Xtreme and Keith Lemon which had an almost 80% view through and here is another stunning example from trick biker Danny MacAskill for Red Bull. Their work gets ever more ingenious and I am totally taken with this and I am open mouthed in admiration at the talent of the man and that's what content should always strive to achieve.

Posted via email from oliversrussell's posterous

How long should an online video be?

I have this debate all the time with clients when deciding how long an online video short should be. There are lots of factors that decide this but the main and obvious one is how long will the creative hold the attention?

 Most 'Viral' campaigns created by brands are 'one hit' creatives and actually based on the methodology of a TV ad regardless of their adaptation to the online medium. Once the gag is revealed there is no point going beyond a short edit due to the short attention span on offer from your target audience. Not to mention the fact that the sooner you get to the point the more chance you've got of converting the view into a click. 

If you are going to go for a longer edit  then the content has to be super compelling and have a narrative pleasure for the viewer that transcends the 'joke'. 

We achieved this with our short comedy film for Pringles Xtreme and Keith Lemon which had an almost 80% view through and here is another stunning example from trick biker Danny MacAskill for Red Bull. Their work gets ever more ingenious and I am totally taken with this and I am open mouthed in admiration at the talent of the man and that's what content should always strive to achieve.

Posted via email from oliversrussell's posterous