Media Blogged

IMterview: Brand videos this Christmas a dearth of emotional porn

Paul and Darika are the 'Trinny and Susannah' of digital marketing. Every week the pair will look at what's going on behind the latest news... your agency won't tell you the truth, but they're not your agency.

Did you see this data? Per the IAB, Video advertising grew an impressive 86% year-on-year to £135.2 million. In the last three years, video ad spend has increased almost six-fold (487%). In the last year, video's share of online and mobile display has grown 50% from 12% to 18% in the first half of 2013.

Paul, 42 mins

Can we take a moment to discuss Christmas brand videos 2013?

Darika, 41 mins

It's been a really mixed bag. Some clear winners, too much brandfill and some utterly hideous advertainments that can be described as nothing sort of awful emotional porn.

Paul, 40 mins

I have one video that sums that up. It's not about Christmas but has been timed for Christmas. Why bring a child into this world? - A film by Unilever http://www.youtube.com/watch?v=PWTVCkvQzY8

Sappy, over the top, emotional manipulation in brand videos. It's gotten so bad that the minute I hear epic music and see images of babies or animals it triggers "Was this ad made by a large-but-trying-to-be-lovable corporate?"

Darika, 38 mins

It did feel like a cheap shot. Whereas the Dove sketch artist video was better orchestrated.

Paul, 37 mins

In 2014 let's get rid of over the-top-soundtracks (I'm looking at you Cinematic Orchestra).

Darika, 36 mins

Ok - let's talk about Christmas in general - last year Asda got a pounding after their ads depicted the role of the mother badly. This year we have an LSD-induced debacle from M&S, a +£1m laser-cut John Lewis Lily Allen comeback and finally Morrisons using two celebrities that are also in promotions for a show where eating kangaroo anus is a regular occurrence... why is the money not being better spent?

Paul, 34 mins

This is part of the wider problem with Content Marketing. People think it's about creating branded content and spraying it out there. But that's just advertising. The same old push messaging model that consumers are increasingly tuning out.

Darika, 33 mins

Christmas ads in particular are a waste of money. I would argue this "tune-in" and "event" status is undeserved for any of them. Brands need to better consider placement, the message and understand what audiences really like.

Paul, 31 mins

And, I can't believe we're saying this in 2013 and no doubt will continue long in to 2014...but consider if your content is made for the medium. Making the same old TV commercial and putting it on YouTube is not digital video mastery.

Darika, 29 mins

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