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Posted by nobody special on 08/10/06 20:50
I gotta go with Larry on this. It is one thing to gather and offer
stock footage. But to take failed spec spots and offer them as "sloppy
seconds" to other possible clients is commoditizing creativity like the
spots were extra widgets. Every GOOD commercial is made to order, from
scratch, for a very specific target market, after careful research and
planning and writing. And even with all that, many still fail. What
you're suggesting is like those services that let you download generic
icons, 3-d gewgaws, and gif animations to "spice up your web page".
And look how lovely THOSE turn out. Ever see a typical Myspace
page?(shudders)
I'm not saying you can't make good, original spots using pre-shot stock
footage. It is done all the time. Good stock footage can inspire very
creative uses, and no two creatives look at a piece of stock the same
way.
What I object to and find improbable is peddling complete spots for
(INSERT NAME HERE), where you simply slap a new audio narration and CG
title overlay on it, and thinking that's effective communication, or
value for an advertising dollar.
It could sound like this:
If you go to his Radio Ranch website, Dick Orkin has a "bad radio spot
generator" that lets you type in a client company name and one or two
details, then it spits out ad copy that sounds SO DEAD-ON like 90
percent of the bad local radio ads you hear. Ads that fail to sell
because they are generic, impersonal, cliche and plain lazy.
This project reminds me of a video version of the same thing.
I really think it's a bad idea. On top of the many questions it raises
about copyrights.
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