I was so compelled to find out that this humorous video was not just a humorous video.
Scott Simon of NPR: "This was not commissioned by Photoshop."
Troy Hitch, creative director for the agency Big Fat Institute, connected to the series of Web videos titled, "You Suck at Photoshop" : "that is correct, although they've become really really big fans of Donnie Hoyle (Imaginary character in, You Suck at Photoshop")
Scott Simon: "but i mean if they actually had to pay for it they would want you to be able to demonstrate that a viral ad campaign actually results in people buying their product."
Troy: "they would except that's not the way we sell ourselves and we're not out to sell something for a client. What we're trying to do is change peoples perceptions about their brand and put them in a state of mind in which they'll be more likely to buy something this is building a relationship with something that goes deeper than just selling them something"
SS: "Will people feel cheated if they discover that Donnie Hoyle isn't real?"
Troy: "No because you have the people who think that Donnie Hoyle is real, they think he's an idiot, they hate him, they think that these are the worst videos they've ever seen and that's the best fuel for the fire we could ask for because then all of the people that do know that Donnie Hoyle is a constructed character feed off of these people and it adds to the fun of the videos of the folks that know that he isn't. "
SS: "troy hitch, director of Big Fat Brain thanks so much for being with us."
Troy: "Thank You."
We are not out to sell something for a client? It seems more like they are jumping through MORE hoops instead of just building a relationship. The idea of building a relationship seems more like a tactic than an act of kindness. It seems like the whole Guerrilla Campaign is saying "please" give us your money! Vs. Give us your money! The campaign is simply a wolf in sheep's clothing. I get so heated when constructed things become "for sale." I instantly think of the outcome of making art. At once a work is an original and a copy and at once how will you handle it. Marketing has blurred the lines between having a life, having entertainment, having to buy something and simply having to view art. ((I need to elaborate somehow from here...))
I think that it can work in some cases and not in others. ((I still need to elaborate somehow from here...))
well... hmm... some work can be "lighthearted" and have a message in opposition to its visual literality that makes it be "lighthearted" while some work can stay in that visual implication of a lighthearted work and be then, "for sale." (be only meant for sale type for sale)
You can listen to the full interview here
http://www.npr.org/templates/story/story.php?storyId=93661794
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On another note. I commend Windows for their rebuttal commercials to Mac ads. To say, "your not cool,"(Mac ads) officially does not outweigh, "I am just human,"(PC ads) which is a relief. I found this commercial slightly crossing their own boundary into the "real" state of mind of people.
To say it plainly, reality is not a colored backdrop of mystery or a camera with tunnel vision stagnantly chained to a tripod. What it, is not, is REALLY ones diverted fruitful imagination.
It's funny how I can agree on one tactic of marketing and disagree on another but these both seemed to come to my attention at the same time and also have different factors. One would say, well, aren't the the mac and pc ads using a tactic as well? Aren't you contradicting, "building a relationship?"
Yes, but the Mac ad building a relationship is not a good relationship just the same as masking yourself as a funny internet geek (donnie) is the same. The PC's tactic has involved, the tactic of showing people in the real world but I agree that it is still on the surface of saving their image. So who can you believe if the end result is an act of kindness?
Okay soo.. edit?
Reality is not media. Media, is REALLY ones diverted imagination.
It's so weird that it took all this linking to reach this simple overlooked statement.
And it's still unresolved...
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