
What average viewer is going to care that the spots were done using Vine? Zero.
I'll give the companies and their agencies props for using it as a tool. But, beyond that, there's a major "who cares?" question to answer.
The brevity of the spots isn't anything new. For example, in 2005, Cadillac aired a series of 5-second ads during the Super Bowl as part of their 0-60 campaign.
The bigger problem is that agencies and brands seem to keep confusing tools with ideas. And that is the greatest shame of all.
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