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And the world seems to disappear August 18, 2009

Posted by David Gillespie in advertising, marketing, storytelling, strategy, technology.
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So I was watching Curious Films’ Best Ads on TV vodcast this morning, the latest installment of which has a cracking Johnny Walker ad in it featuring Robert Carlyle. It’s below, enjoy.

posted with vodpod

So as I was watching this I got thinking about the length of this “commercial”. It may get a few runs on TV in its entirety, may get a few more in cinemas, but will most likely find its life, if it is to have one, online. So, that takes us quickly to a place where it isn’t a TV spot, it isn’t anything other than video which will be consumed in various places and fashions.

We’re seeing the destruction of industries built to sell physical things in large quantities. Text, pictures and sound are things that will shortly exist almost exclusively in bits, not atoms. Fred Wilson talks about the destruction of industries that are “end-to-end digital”. We’re seeing in the music industry, in publishing, in television, in marketing, in R&D and we’re going to start seeing it in a bunch of other industries that perhaps aren’t as innately adaptable to being entirely digital, but you can bet that the parts that are will follow swiftly.

Clay Shirky said in a recent TED talk that advances “don’t become socially interesting until they come technologically boring”, and we’re almost there. When everything is delivered via what we used to differentiate as “the Internet”, the medium may infact cease to be the message.

That strikes me as, social or not, very, very interesting.

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Comments»

1. Jeremy - August 24, 2009

DG, i’m just glad you liked the Johnny TVC. I also think it’s a real cracker and am struggling to think of another example where a brand has told their story in such an authentic and interesting way. I love the fact that this TVC encapsulates everything authentic about Scotland. This will surely pick up a swag of awards at Cannes next year. Stay well, ciao.

2. David Gillespie - August 25, 2009

One can only hope. Less exciting is the fact that the TVC seemingly has no presence whatsoever on the official site. I don’t know if they have their mass and digital with separate shops, it is regardless clearly not integrated which equals FAIL!

http://www.johnniewalker.com


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