Making a sequel or not?
May 20, 2007
First of all I want to thank all bloggers who have commented and who have taken the time to watch the movie and even share it on their own blog. That was the point of course, but nevertheless we never expected so many of you doing it. A big thanks from all of us!
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Next I’d like to ask you guys your opinion. Should we make a sequel or a series of ads like this? As we are trying to be as transparant as possible I’d like to get you all involved as soon as possible in the process. The comments and emails we received were inspiring and invigorating, it would be a shame not to use the combined creative power of all those engaged.
So let me know. Should we make a sequel? Why should we make a sequel? And how can we combine forces to make it the best/most inspiring/most commented online ad we have ever seen?Â
Looking forward to your ideas!
Geert
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1. Charles Edward Frith | May 20, 2007 at 8:16 pm
The answer is yes.The love metaphor is very extensive. I floated it past Unilever in Asia early last year to explain the different levels of engagement and involvement. As you’ve picked up on the same idea I’d love to see some executions of the following.
Brand infatuation (brief and short lived)
Arranged Marriage (co partnering brands)
Brand affair (secretive)
Happily married
First date
Unhappy marriage
Co habiting
etc etc… The metaphor extends well in all media although digital has the flexibility to add depth and complexity across different media apertures.
2. CT Moore | May 20, 2007 at 9:44 pm
You shouldn’t make a sequel in the sense of continuing this particular story. You should make many sequels with different characters in different scenarios. You should make the sequels grittier. They should look more “vloggier.” They should consist in testimonies, kind of like you find at an AA meeting.
3. Breaking Off a Piece of &&hellip | May 20, 2007 at 10:00 pm
[...] he wants to know whether he should make a sequel. I think that he should, but I think he needs to take a different approach if he is going to [...]
4. Damir Tomicic | May 20, 2007 at 10:03 pm
I think you should. The actors are great and you should build a story around it - 8 min in a life of advertiser and consumer
Cheers
Damir
5. Ian | May 21, 2007 at 2:14 am
a) Yes - do continue - but maybe not a straight sequel
b) Hi thanks for the note on blog - my point was that Microsoft seems increasingly eager to own the OS layer of everyting I look at - and be able to stick ads on it - hence while I 100% agree with your vid clip - it does not seem to gel with what microsfot’s strategy is.
In fact you’re video would seem a better advert for what my company proposes - word of mouth marketing! Any chance of a copy/version for us (www.vocanic.com)
6. Contos de estrelas e limÃ&hellip | May 21, 2007 at 5:36 am
[...] nas nosas presentacións. Este video, de Microsoft Digital Advertising Solutions, promete ser o primeiro (?) dunha saga que ironice sobre a relación [...]
7. Steph | May 21, 2007 at 8:02 am
Gor for a series (but not a sequel). This is great.
8. christian | May 21, 2007 at 12:55 pm
I’d definitely recommend a series of these. Historically, there has been nothing more powerful for capturing big problems than the morality play/allegory format. In addition, these types of metaphorical devices are not just descriptive, but are strongly generative as well. This is to say that they allow people to cast a problem in a different domain, thereby shedding different light on it. For example, if advertisers really treated customers like a beloved spouse, what would be the advertising equivalent of faithfully bringing breakfast in bed every morning?
9. General Pattern | May 21, 2007 at 1:09 pm
I also prefer the series idea. It’s an evolving (internet) world
10. ardiXIV | May 21, 2007 at 2:51 pm
This is a well made movie, with a serious message. If you make a sequel or a next episode the message and clearness of this one will eventually be absorbed by the entire series.
Perhaps you could just make another movie on a subject where love needs to be reinstalled without mentionning it as ‘the next episode’ or ‘the sequel’.
‘Bring the love back’ is a strong title that can be applied to a lot of situations where genuinity is of matter. Abstract the consumer and advertiser in something or someone totally different than humans in a relationship, to stress the meaning of love as a passion, love as to be identified or love as being open….
11. Model divorces geek after&hellip | May 21, 2007 at 3:49 pm
[...] through Geert, are asking the opinion of us as the consumer how we want to be advertised to. Do you think there should be a sequel to this short movie? Personally I think it’s good that Microsoft are working more on promotion through social [...]
12. Mark in Portland | May 21, 2007 at 4:14 pm
Very well done… this is a powerful example of how traditional advertising falls short. But just the same way that in a real movie, the fight scenes are more compelling than the long, annoying conversations where people “make up” because there is no easy path from problem to solution here, I’m not sure sequels would work.
Marketing practitioners have been working on what a “marketing relationship” means for at least 10-15 years, and most of their best efforts, as this video so quickly illustrates, ring very hollow.
If you at MSFT have an equally compelling story about how to do better — what the solution is — I’d be really excited to see it. My guess is that the answer is not so simple.
Nevertheless, I’m passing the link to this video around… it’s awesome!
13. Beyond Niche Marketing | May 21, 2007 at 4:17 pm
If I were in charge, I’d recommend a series in the “Mac vs PC” style… each stands alone, each communicates powerful concepts in a playful tone.
By the way, opening with the guy preening in his spoon…. PRICELESS!!!!
14. Jason | May 21, 2007 at 7:59 pm
A series would be cool.
The break-up is a great metaphor for the current advertiser-consumer dynamic… Looking forward, there are great storylines that could revolve around running into “the ex” in unexpected and awkward situations.
The parallel would be the heavy-handed, in-elegant ways many brand advertisers try (and too often, fail) to cram their messages into “new media.” Blogs, YouTube, Program-Placement, etc.
15. ddv | May 21, 2007 at 10:02 pm
I’d recommend a series only if Microsoft can actually walk the walk. if this is lip service with no advert changes on the horizon, it will just leave a bad taste in everyone’s mouth when MSFT fails to deliver…
16. mramused | May 22, 2007 at 8:29 am
“fails to deliver” … it took them slightly more than eight years to get it … remember cluetrain
17. Geert | May 22, 2007 at 10:36 am
Sorry for the delay in replying but I have been travelling. Should be able to follow up again now.
18. Dawud Miracle | May 22, 2007 at 3:20 pm
You should certainly make a sequel. The story is unfinished. We need to see where our consumer is going to go. My thoughts is that she would want to do business with relationship-based businesses who are interested in her, not as a dollar-sign or demographic, but as an individual person.
Of course, my opinion only holds if you see relationship marketing as something you want to engage in.
19. David Berkowitz | May 22, 2007 at 7:57 pm
In the series, the consumer shouldn’t be able to take two steps away from the table before she’s hounded by another advertiser. The real world resembles the Matrix, where Neo the consumer goes up against infinite Agent Smith advertisers who all start to look alike.
20. Toby | May 22, 2007 at 8:27 pm
BBF Lewis Green thinks that the ad guys might be put off and not hear the message. So why not turn the tables and do one with the ad woman from hell?
21. Cabernet Logic&hellip | May 23, 2007 at 11:27 am
Posts for the Road
This morning I am on my way to New Orleans for some work, but I wanted to leave readers with a few great posts to laugh at, think about or simply enjoy: 1. For the few of you that have
22. Geert | May 23, 2007 at 11:29 am
Hi Dawud, David & Toby, very good suggestions… I” keep them in mind
23. Bo | May 24, 2007 at 6:18 pm
yeah, you should make a sequel. but it can be in different setings. For example, it can be about the couple are at marriage consuiling and complaining about each other. It should be fun.
24. Daniel Green | May 25, 2007 at 7:15 am
Yes this is a great execution, but ultimately all it does is highlight a problem that we are all aware of. What would be refreshing (given MS’s unlimited resources) is a practical example in the sequels of HOW the MS ad products could solve these issue - and not in a stupid IBM so-far-back-from-the-problem-at-hand style ad that it makes no sense.
25. Jon Harrop | May 28, 2007 at 11:20 pm
Love it! Keep ‘em coming!
26. uma | May 30, 2007 at 8:41 am
Great stuff. True and in-your-face execution of a fact that advertisers aren’t aware of.. But what’s the solution?
27. geertd | May 30, 2007 at 12:04 pm
Hi Uma, the solution should come from the advertisers but a network such as ours can help delivering the message. We will come back on this topic, of course
28. marco | May 30, 2007 at 12:19 pm
The commercial is very sharp and well done. As is all promo material of Microsoft Digital Adveritsing Solutions.
Well written, educational on how to relate to social networks, blogs etc etc
As a matter of fact I was so surprised that i kept wondering “what are these digital advertisign solutions???”
They look so “social web” oriented. Even the ad here talks about “real dialogue” between consumer and advertiser.
But when i got to the website advertised in the commercial
http://advertising.microsoft.com/europe
all I could find was a galery of banners and rich media.
Where is the new advertising? The relationship? The real dialogue?
Aren you sure you guys aren’t talking social and acting mainstream?
29. Geert | May 30, 2007 at 12:24 pm
I hope not, there are a lot of campaigns on our network that are more social than maimstream… a lot depends on the advertiser of course.
30. Bill Compton | June 4, 2007 at 9:57 pm
Hi Jim. Photos i received. Thanks
31. Régis Freyd | June 5, 2007 at 8:26 am
This is one of the best commercial ever… Love the acting, love this brilliant idea.
The answer of your question is… do not make a serie out of it.
32. Geert | June 5, 2007 at 9:11 am
Hi Regis, thanks but could you tell me why not?
33. mwestcott | June 12, 2007 at 6:02 pm
Love the premise…please do continue in any way you see fit. The more the industry sees and experiences (in their own medium), the better for all of us. Although, I really don’t know what it will take to really drive the change to the boardrooms that is needed here. Would love to discuss with you the different kinds of relationships…and have an interesting framework for it. Check out http://beyondadage.wordpress.com
keep up the good work.
34. Dany | June 13, 2007 at 3:14 am
I Love your movie. It is so true. I also work for a big coporation that think thay listen to consumenrs but don’t do so in reality.
Great, I LOVE IT
35. vap | June 13, 2007 at 3:03 pm
Series - absolutely! Would love to see the two in various lifestyle scenarios that would involve the two characters. For example - visiting a doctor together to find out if she is pregnant - imagine the off-spring!; or to her/him pondering a decision such as the purchase of a simple grocery store item. Some excitement relating to action scene like bungee jumping/sky diving and how the advertiser would convince the customer to go through with it.
36. TJ McCue | June 13, 2007 at 7:55 pm
Geert, this is awesome. I’ve forwarded it on to a number of top advertising execs that i know. None of them blog yet, but they all commented back as to the truth and power of your video.
TJ
37. Chris | June 14, 2007 at 6:52 pm
Great concept, well executed…it’s a winner!
38. Die Trennung -- Alternati&hellip | June 16, 2007 at 6:41 pm
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