I'm no hater of traditional advertising, I don't believe it's going to disappear (in the short term), in fact I enjoy a good commercial as much as the next consumer. My main gripe is that there's just not that much out there worth applauding - but that's always been the case and not something restricted to advertising either. We're all well aware of the 90%-10% rule.
I just wanted to get that out of the way as I'm about to lay into an agency that I've always had a lot of regard for, even if they aren't the force they once were. There are people in this agency that I have nothing but the highest regard for and one individual in particular who has had a massive impact on my formative years both professional and personally.
The agency in question is WCRS. They've done some okay work for Weetabix lately. (I particularly rate the use of music here). But then they go and do this - a website whose only purpose is to show a commercial -an online-themed commercial admittedly but just a sodding commercial none the less.
The only explanation can be that they thought it was too funny/clever to bin.
It's about as traditional or as arrogant thinking as you're likely to experience.
You can just see the agency scene as creative stereotypes rush around congratulating one another on their great TV script (and to be fair, it's an okay idea), as the creative director tells them it's not gonna work on TV, as some bright spark suggests, lets stick it on the net (with all the implications that implies).
What we're effectively seeing is some astonishingly old-fashioned thinking that people really do want to see ads, and will happily seek them out, even when the only 'reward' is the entertainment within. And some some good old-fashioned arrogance that those very same people will be so impressed that they won't be able to send it to friends ana make it go viral.
Wrong, wrong, wrong, wrong.
This has to be one of the most outdated pieces of work I have seen in recent years. And all that's really been communicated is that everyone attached to it has no interest in what is happening around them.