Defending the 30 second TV spot (why old media still matters)By
At the invitation of Bob Barocci, I gave a presentation at the ARF meetings Monday. For reasons that are still not clear, I came to the aid of the creative industry, to the defense of the traditional 30 second spot.
Naturally, my timing was appalling. This meeting probably marks the first in which virtually everyone in attendance "buys" the social media proposition. So just when the late adopters arrive, yours truly stuns them with a defense of the old media. Grant, fine work!
You can see the Volvo ad in question, by going to YouTube. Click here.
Hats of to the team from Euro RSCG Worldwide: Global Chief Executive Officer: David Jones, Chief Executive Officer, NY and San Francisco: Ron Berger, Executive Creative Director: Jeff Kling, Creative Director: Nick Cohen, Art Director: Julie Lamb, Copywriter: Risa Mickenberg, Contributor: Sharoz Marakechi, Jackson and Amy Richardson. Business Manager: Deborah Steeg, Talent: Dawn Kerr, PRODUCTION CREDITS, Production Company: Furlined, Director: Pekka Hara, Director of Photography: Joaquin Baca-Asay, Executive Producer: David Thorne, Producer: Rob Stark
For more on this approach to advertising, see McCracken, Grant. 2005. Culture and Consumption: markets, meaning and brand management. Indiana University Press. (and especially the last chapter)