The Musings Of An Opinionated Sod [Help Me Grow!]


Category Convention Is Opportunity Creation …
November 20, 2013, 6:10 am
Filed under: Comment

Have a look at this …

… hopefully you went to the very end and saw that rather than being an infographic for bad Hollywood movie cliches, it’s actually an ad for a film festival, summed up with the line:

“Watch Films, Not Movies – There Is A Difference”.

To be honest, I like the idea behind the execution more than the execution, but I like the line.

Maybe it’s because it’s planner wanky or maybe, as the owner of thousands of documentaries, it ‘speaks’ to me [ignoring the fact I love Hollywood schlock and Jerry Springer is a cultural beacon for me] but whatever the reason, it engages people who might not normally go to a film festival … thinking they’re inhabited by film students who sit around in stripy tops, playing with their beards and contemplating how to capture the darkness of civilisation within their parody comedy that they wrote when they were 5 years old or something.

And that’s just the women. [Boom Tish]

Anyway, I don’t often praise work on here and compared to many of the campaigns I’ve liked [like this or this], it’s probably the weakest – it’s certainly the ugliest – but I go on holiday in 2 days so I’m feeling particularly generous which is why I should go before I start to make myself as ill as you’re probably feeling right now.


32 Comments so far
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I agree Rob, the line has a great point of view but I still find it clunky. But as a payoff to the execution concept, which I think is also clunky but will pull in the eyeballs because of its subject matter more than its design, it works a treat.

As a man who has so many documentaries, what would be your top 3 and how many do you actually have these days?

Comment by Pete

A man?

Comment by Billy Whizz

Thanks for just opening a can of boring worms Pete.

Comment by DH

1: The Staircase … is amazing. Plays out like a Hollywood movie but is utterly awesome.

2: Dear Zachary … is one of the most tragic and shocking things I’ve ever read.

3: Bowling For Columbine … simply because the sequence of the gunmen in the Columbine school literally stopped me breathing in sheer shock.

There’s obviously a ton more – literally a ton – but you asked for my top 3, which was much easier than I actually imagined it would be. That said, there’s a bunch that I would definitely put in my top 10 … and amazingly, they wouldn’t all be about murder and wrongdoing.

As for the number of docks I have, it’s embarrassingly high. Embarrassingly. Ha.

Comment by Rob

I can’t argue with your #1 choice, it was amazing. I’ll check out Zachary, if it’s half as good as the staircase it will be highly memorable.

Comment by Pete

Porn is basically a documentary.

Comment by Billy Whizz

And that’s different to any of the latest hollywood remake so the line on that ad is right. Truth in advertising right there.

Comment by Billy Whizz

But to you, the bikini pages in the wallmart catalogue are porn.

Comment by DH

And your point is?

Comment by Billy Whizz

There are some good porn documentaries Billy … but something tells me the story behind the ‘story’ is not what you’re really after is it.

Comment by Rob

For the last time, people don’t read long copy. The line is good but it only needed single images to work. Another case of latching on to a new thing (infographics) at the expense of the goal.

But enough of this trivia. How’s the cycling going and have your colleagues nicknamed you Fat Bottomed Girl yet?

Comment by John

I may be wrong but I would assume the infographic would only be seen in that form online. When used as posters or print, I would imagine they’d split it up and only use a single image at a time. In addition to saving money, it would boost the freshness, variety and longevity of the campaign and satisfy the needs of people who like arguing against long copy.

Comment by Pete

I think it applies online too – how many infographics have you started to read but given up on? I’d guess a fair few.

Comment by John

Wrong person to ask that John, he loves infographics.

Comment by DH

Not many John, I enjoy them.

Comment by Pete

Not the long copy argument again John!!!

Comment by Rob

It’s a long-lasting argument.

Comment by John

I can’t believe you’re going on holiday again. I’m not complaining, I just can’t believe it.

Comment by DH

the line seems to reinforce the very notions you wrote people might have about film festivals.. but then again i am sure that the auteur of the line will have a good explanation..

Comment by niko

Another difference. No car chases in documentaries. What’s the point of sitting in front of your tube for 2 hours if there’s no car chasing or sex?

Comment by Billy Whizz

Doesn’t that line only preach to the film festival converted? It feels self congratulatory and smug to me.

Comment by Bazza

Just saw Niko said the same thing. Great minds etc.

Comment by Bazza

Except Niko’s great mind is 4 minutes quicker than yours. ; )

Comment by Pete

OK, I hadn’t actually seen it that way and now you say it, I can see why you’d say that. I still like the line [or at least the point of view of the line], but maybe that execution is talking to the converted rather than converting.

Comment by Rob

I agree with Baz, I think this work is smug and will fail to convert movie goers to the festival. For all the powerful things they could say about documentaries, to end up at this feels desperate and undersells the genre.

Comment by George

You’re all assuming that they’re trying to attract the non-smug, non-festival-going crowd.

Comment by John

I’m simply responding to Robert’s assumption.

Comment by George

Well obviously it’s his fault.

Comment by John

OK … OK … I was wrong, are you all happy now?

Comment by Rob

No and never.

Comment by DH

Don’t worry Robert, you helped me realise that despite 3+ years outside of the industry, I’ve still got it.

Comment by George

And there I was thinking Google would make you smarter.

Comment by Rob




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