The Last Advertising Agency on Earth
This viral clip was produced by Saatchi & Saatchi Canada and others to promote their event called FITC.
The video begins by introducing the fall of Rome and other great past empires due to their inability to adapt and change. He goes on and shows how the last of the greatest advertising firm has fallen victim to the same ordeal, because they too have ignored the change and was susceptible to stay all things traditional.
The over all feeling is very gloomy and the message is filled with “dark” humors - pun intended, but I can see how Saatchi is side-swiping their position as an agency who can deal with nontraditional media.
The message is exaggerated, but has its warrant nonetheless. You can read so many articles and news about how the traditional media is down on its last legs.
I see it as, that in order to survive the “2012” doomsday for traditional advertisement, is to consider nontraditional media as a vital option if not a necessary part of an all-inclusive campaign.
But what’s more important is that I see such use of mass media/medium are second to its content, how insightful, how well we weave stories into what we sell to the consumers. So at the end, no matter how short or long a content might be, it all has to be liked and accepted by the people who in turn must be convinced to open their hearts and wallets.
Format and style may change over time, but I think it’s at the content that will stay and stand the test of time, i.e., how beautiful and grandiose the look of the recent movie “Avatar” might be, we can see the content of that movie really hasn’t changed a bit. Also it is the very reason why good classic movies never lose its appeal and people decide to make a remake of certain ones.
Yes, this clip kind of gave me a jitter in the beginning, but I think it was more of a reminder to stay true to my principles.
