Thursday, April 24, 2008

Don't make it look like UGC

"Tell me and I will forget; show me and I may remember; involve me and I will understand" - Confucius

There is a new tv ad for 'Sure Girl' deodorant - featuring a few girls singing along to a Girls Aloud song in the back of a car. The ad is purposely made to look as if shot through a handheld camera or possibly a camera phone.

The brief must have been 'make it look like user generated content, something you might see on youtube'.

But is this not missing the point of UGC? We enjoy watching real people doing stuff instead of actors. It's more authentic.

Wouldn't it be more interesting if, instead of making the ad look like a video that ordinary kids made, it actually was a user-generated video? Let them join in and maybe see themselves on tv.

This would then no longer be a one-way message from Sure. It would be more involving and according to Confucius - more involving.

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