Over the last few years, media and digital agencies have attempted to move into the content arena, producing content at arguably lower prices than their traditional creative agency counterparts. This content has generally found its way online via social media seeding strategies hoping to pull in views, or landed on a clients web site never to be seen again.
An article posted on Advertising Age yesterday explained that Sony US have recently done something that will have creative agencies shaking in their boots. They have aired a 30-second ad simply cut down from a long form web video created by Break Media for Sony in the series finale of "Jersey Shore"
Sony liked the original, long form web video, that portrays the hazards of running out of "skips" on your music subscription service and got Break Media to create a 30-second cut.
Critically, they failed to inform their creative agency they were going to swap it in as a TV spot during the finale of "Jersey Shore," so 6.6 million viewers saw a shorter verison of this video a few weeks ago.
Proposal Fail - Watch MoreFunny Videos
This is by no means the first time this has happened, but it's refreshing to see a global player like Sony look at the assets they have, and leverage the best of them to communicate a key consumer benefit.
Comments