KMS California invites consumers to star in TV ad
Creative agency Bashful has unveiled a teaser campaign for shampoo brand KMS California entitled ‘The Real Project’, which encourages consumers to upload a video about who they are to the company’s website for the opportunity to star in a TV ad.
The 15 videos with the highest votes will be used in KMS California’s TV ad that will go live on 26 November.
The first 100 entries receive a free KMS California gift pack worth $100, plus there are 20 Sony Bloggie Duo cameras to be won for the first videos to receive 50 ‘likes’.
There is also a 30-second version of the video.
Guardian columnist Charlie Brooker said it best – “TV advertising used to work like this: you sat on your sofa while creatives were paid to throw a bucket of shit in your face. Today you’re expected to sit on the bucket, fill it with your own shit, and tip it over your head while filming yourself on your mobile.”
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Agree with Chips, great description. Here’s an open letter (likely fake) to the industry from a consumer that sums it up well from the consumer perspective:
http://9gag.com/gag/32515
At what point should we just be making ads, not making ads to ask consumers to make ads?!
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