Nope. This post has nothing to do with Flip.com. It's about 3iYing's new effort to engage girls around their cause of...creating better ads for girls. They've gone to the masses on YouTube and are soliciting video commentaries from girls about why most advertising aimed at them is basically lame. I like the media literacy component of getting teen girls to think about the tidal wave of advertising that washes over them daily. And then, of course, there are comments on their YouTube videos like this one (I'm leaving the spelling error in tact):
Congratuliations! You realize that modern advertising is inept, debasing and insidious.I'm glad your solution is MORE advertising, even if it might be more properly targeted to your demographic.
Maybe instead of more ads, you could champion a worthy cause, like, I don't know, LESS DESIRE FOR RIDICULOUS COMMERCIAL GOODS?
Because I'm sure for as many ads you all "flipped" you bought just as much worthless junk.
They also have a photo set up on Flickr of ads 3iYing girls have given the "flip" to...For some strange reason I'm reminded of that 80s movie Dream Team where the guys in the mental hospital come up with ad campaigns that are "honest" like Volvo: It's boxy! What do you think? Will this campaign bring the agency more business?
Posted by anastasia
Advertising
Comments
As I commented elsewhere, I don't know which is scarier: that this agency has clients who listen to them, or that girls may really want this.
My favorite bit (when girls reveal what advertisers should do to get their attention):
"For starters, I guess it has to be cute. But not, not like cutesy-cute, it has be be the right kind of cute. Not, you know, that like annoying cute? The cute you don’t really get? It has to be that perfect kind of cute."
Such insight.
Posted by: Two Knives | September 26, 2007 8:12 AM
We all want to like 3ying. But the "bad-good" example is just so lame.
Even middle-school girls can use concepts like target audience, message purpose, point of view, and values in describing why an ad is ineffective. Please, marketing professionals, help us out: build in an educational connection here and make learning about advertising FUN!
Posted by: Renee Hobbs | September 27, 2007 12:36 PM