The Generic Trilogy
BRIEF: GRAB THE ATTENTION OF STOCK VIDEO BUYERS
In 2017, we partnered with the stock video company Dissolve to grab the attention of the agencies that typically buy stock video with an unexpected twist on the typical fare. This Is A Generic Millennial Ad is a self-aware tribute to all those brands trying to reach the next generation and a creative warning of what you might want to avoid in the next brief, all using Dissolve’s premium footage, of course. People were quick to notice the similarities between the spot and millennial marketing, with mentions from Ad Age, Fast Co, CNET, and The Verge.
SOLUTION: SELF-AWARE SEND UPS THAT SUBVERT THE NORM
We previously partnered with Dissolve to produce two other spots that got equal notice. This Is A Generic Presidential Campaign Ad was a parody of the platitudes you hear from candidates just in time for the 2016 primaries. The video was picked up by The Washington Post and The Hill, and seemed to be one of the few things that appealed to both a Republican and Democrat sense of humor.
In 2014, This Is A Generic Brand Video pointed out the tropes you can’t get away from in advertising, while Dissolve’s diverse array of stock footage gave the piece a polish that made it almost – almost – indistinguishable from the real thing. The video took off, gathering mentions in Buzzfeed, Time, Fast Company, Ad Age, and Creative Review. With three Vimeo Staff Picks, two Shorty Awards, and over 2.5 million views collectively, and a consistent presence in brand strategists’ internal presentations of what NOT to do (or so we hear), the videos also generate real results for Dissolve, including increased sign-ups, sales, and inquiries from agencies with each release.