Creative Review: YouTube
In this week’s, “Creative Review”, Coop talks about YouTube’s latest OOH ads that can be found everywhere in NYC.
I like the recent YouTube ads from a purely creative point of view. They hit all the right buttons. Clear visuals, simple message, aspirational (as they say). I do have a little bit of a backstory here though which taints my overall opinion. One of my first projects in NY was turning a YouTube star into a make up brand. The girl was Lauren Luke, a single mom from a pretty grim place in the North of England. We flew her to NY, made her into a brand and successfully sold her product in Sephora. We also made a Super Nintendo game with her and got her a column in a national newspaper. Not bad.
Lauren was clearly a very talented make up artist - still is. But she is not what you would call a classical beauty. One of the reasons we liked her was because she didn’t look or act like the overly made up people you see in make up stores. She was real. And that was what YouTube was all about. Anybody could make it. It was a TV platform for the people.
There are still stories like this. Everyday Joes found on YouTube and turned into stars. But the stories are fewer and all seem to feature the same sorts of people. Young, good looking, confident people. The sort of people that you suspect might make it anyway. If not on YouTube then somewhere else.
This is not a bad thing but I do miss the days when someone totally random and a little odd became a star on YouTube. I’d love to see some posters of them.
A Creative Review: The Grammys
Welcome back to A Creative Review with James Cooper. Today Coop rocks out to the hashtag heavy ads for this week’s Grammy Awards.
The World is Listening
It’s always tough to follow a really good campaign. The Grammys ‘We’re All Fans’ campaign with Lady GaGa a few years ago was somewhat of a watershed moment. GaGa was at the top of her game, she was the undisputed Queen of Social Media. Kids were uploading stuff on YouTube - genuinely - rather than because a brand told them to. It was a time, and the Grammys nailed that.
A few years later and we have a hashtag #TheWorldIsListening.
I did a brief search on Twitter and it seems the world is not. Apart from a few retweets from people like Carly Rae Jepsen, no one is using that hashtag. It’s not natural. For starters it’s too long. The best tweets are short. They travel the most. But it’s also confusing.
Photo credit: marianne237 via instagram
If the Grammys was on radio only, then yeah maybe. I bet they thought about the ‘world is watching’ but then went ‘no, it’s about music’. And then someone said, “How about just #Grammys’ and some smart ass said that would be too boring.
Photo credit: xaviscorner via instagram
But even with a boring hashtag, they still could have done some amazing work - the promo film with Rihanna is pretty cool. In fact, I bet it would have made everyone concentrate on producing better content rather than worrying about a ‘hip’ hashtag.
By the way, when the band The #Hashtags finally launches, you’ll know that’s the time to pack it all in and go live in the desert.
That’s all folks! Want to get involved? Send us shots of the best [or worst] outdoor advertising you’ve seen, and we’ll choose one every week. Just email email@example.com.