Blog

What's the difference between an ad and content?

screen-capture-187

"There's no line between advertising and branded content, no straight line anyway," said Jennifer Golub, creative director-exec director of content at TBWA content arm Let There Be Dragons. "It's more of an ambling brook."

Cannes Lions, 2014 I noticed two nice pieces of work from Philips today, both creatively very thoughtful and visually well executed.

As both are produced in an entertaining and non-intrusive way, they leave you with warm fuzzies for the brand and products. (It has definitely made me feel more positively to Philips and these type of adjustable lightbulbs!) There's no hard sell of cold features going on here. Show don't tell.

It is interesting to take these two examples and throw them into the 'content vs ad' argument, with one clearly being more content, and one slap bang in the grey area of the two.

To start, the 90 second ad for Philips hue (it actually reminds me a little of some John Lewis ads). Much like John Lewis ads, this does sit on the fence between content and advertising. This particular execution does veer into the content argument though.

FTERGLOW looks absolutely incredible and is very much content, whilst actually promoting a longer film which goes live on Philips' website on 19th October 2014. (You can imagine Sony would've killed for this film during their 'Colour' Bravia marketing phase).

But why does the 'hue' ad feel like it could be both? Is it because it's beautifully made, with an interesting narrative to see how light in our home has changed (or not) through time? Is that enough to make it content? Even though its focus is the product? The product is in every frame, and shown in a 'normal' use case. AFTERGLOW also features the product throughout, but in a way that 99.9% of customers never will. It is not just this factor.

Only this week I read an article on AdAge which was expressing the struggle Cannes had (and is probably still having) in defining what content actually is. I'm sure this is a debate which won't be easily solved, but at Cannes they settled with this:

...content was interpreted as something culturally relevant that people invite or seek out.

That is certainly a sensible approach, but that still doesn't make for an easy categorisation.

With this in mind you could categorise the Philips 'ad' for Philips hue as content, as people would enjoy seeing how life has evolved at home in the recent decades. I myself was curious enough from the title of a blog post and a still from the ad to click through and watch it. Much like how people sought after watching the Epic Splits video from Volvo, as it became culturally relevant through millions of people watching it and sharing it.

I like to think that, video 'content' can come in any form or execution. A 6 second Vine, a 30 second TVC or a 12 minute YouTube video. But for me it has to have some (or all) these qualities, and I think the more you have the finer the work:

Some of these are obviously open to interpretation, but you have to be ruthless with them and put yourself in the shoes of the intended audience - does it deliver on any of these? By virtue of achieving some of these, you accomplish the others - so it is something of a self fulfilling list. But all the best advertising that does this can certainly be classed as content. And before the era of YouTube/online advertising, we'd all sit and watch stuff like this - the 100 Best TV ads - check out this from 2003...

Are any of these classic ads content?
https://www.youtube.com/watch?v=2zfqw8nhUwA
https://www.youtube.com/watch?v=Y9znA_dwjHw
https://www.youtube.com/watch?v=wT4DR_ae_4o

I think so.

Perhaps it just boils down to story, does it contain a well designed and executed story, rather than just slamming audiences with features or prices? Story will certainly add value, and it will be far more engaging than one without a story - you just have to ensure it is relevant and authentic to the brand and the audience. It's not so simple.

We are storytellers, right?

(Nods to Petapixel & Gizmodo/Sploid & AdAge)

(Cross posted from Robert's blog)

  1. Don't be an interruption
  2. Have value
  3. Be relevant
  4. Be authentic
  5. And do at least one of these --> Inform, educate and entertain (Stolen from Reith's BBC Mission)

Across the Pride!

atp-pride-gif It’s become an annual tradition for Across the Pond to join Google and YouTube at London’s Gay Pride Parade.

Despite the showers trying to rain on our parade (ho ho), we were out in force and had an amazing day!

Over 200 Gayglers, friends and allies danced their way through central London on the stunning Google bus...

ATP-pride-01

png

This year’s theme was #proudtoplay - celebrating equality for all athletes.

Until next year….. GAY-T-P (and friends) x

jpeg

Apply Now for Malibu's Best Summer Ever!

screen-capture-8

malibu 40 challenges, 40 days, 5 people, 1 campervan… The best summer ever!

Across the Pond are producing original content for a sun drenched new YouTube series ‘Best Summer Ever’ for Malibu.

We will pick four 25-32 year olds to go on a road trip around Europe and the USA this Summer. The fortunate four will be navigated by a bucket list as their compass as the camper van drives to the best Summer locations.

Think thrills, spills, parties, festivals adventure, adrenaline, open road, palm trees, sunsets, free spirits (and no we don’t just mean complimentary Malibu!).

Viewers will be taken on a journey mapped out with exciting content, laden with surprises and crazy antics!

Visit here for the opportunity to hitch a lift on the best ride of the summer-don’t get left behind!

Show us who you are and what you’re made of in a 3 minute video and submit it by 11.59pm UK time on Sunday 1st of June 2014.

apply

Webby win for Google Zeitgeist!

poze We're delighted to announce that the Google Zeitgeist films we worked on with adam&eveDDB have won a people's choice Webby award for Best Editing! This a particularly great award for this project as was a major editing job, with many editors working around the clock with lots of different material for all the different country versions created.

Here's all the films we created for the project:

US https://www.youtube.com/watch?v=Lv-sY_z8MNs

UK http://youtu.be/9MhJZpSyZ94

Germany https://www.youtube.com/watch?v=8hVwx13k1QM

France https://www.youtube.com/watch?v=pcCCUtVvx5s

D&AD Next Director Award

Next_Director_1-z1R7Myqg_620_0 On Wednesday night we went to the launch event of the D&AD Next Director award at Google.

The Next Director Award is a brand new award set to unearth the best new directorial talent and promote it back to the industry.

The winner and nominees will get incredible exposure at international screenings and through the D&AD and YouTube platforms. The competition is open to new directors with less than two years professional experience. Who knows, maybe you’re Next…

2014-04-30 19.58.24

At the event we heard from Tim Hautekiet, otherwise known as Tim H on his YouTube channel. I found it fascinating how he has truly used his YouTube channel to hone his craft, all whilst building an audience who want to watch his films. He's really developing his directing skills as well as the ability to interact with his fans meaningfully. To hear he has just got a place in film school in California is such a departure (in a great way) to how I approached film school 10 years ago. The only way to get your short films out there was with festivals, but as we all know access to creation and distribution is now so easy, you just have to grasp it with all your might and make something out of it. Tom certainly seems to have done that, and all the best to him!

2014-04-30 20.06.14

We also saw a pick from all the judges on the evening on their favourite new talent.... Laura Gregory picked Ilya Naishuller Juliette Larthe picked Jesse Kanda Phil Tidy picked Lamar & Nik David Alberts picked Taylor MacDonald David Bruno picked Tom Jobbins Ringan Ledwidge picked Jack Whitely Ed Sayers picked Lee Hardcastle

Here's the link to D&AD's site with stacks of info on how to enter!

Next_Director_2-oZQAHZM1_620_0