theAdVantage for November 18th theAdVantage is an e-newsletter created by UGA AdClub to keep students in touch with advertising & media industry headlines.
GET THOSE DIGITS “The average online shopper goes to Amazon 2.8 times per month to search for products.” Lauren Johnson, AdWeek
SMARTY PANTS THE STORY Sometimes the greatest advice you can give is what NOT to do with clients. After all, the first rule of advertising is “know your client”— just take it from these characters that had to learn their lesson the hard way. They thought the production company, Smarty Pants, literally promoted pants. We’re convinced it’s only a matter of time before these inept but entertaining pitch masters (played by improv artist Rich Hollman and actor Jim Conroy are tapped to guest star on Parks and Rec. Watch and cringe while these two discover their expensive mistake and learn from their lack of research.
INCEPTION TIME So, while extremely funny, this video is actually a clever introduction to a new commercial division of Seftel Productions. Yes, Smarty Pants Productions is a real company! The organization prefers to show rather than explain the fact that it has nothing to do with pants. After all, they do create brand content! This is a perfect example of the type of work they can do for clients. The mock ad also ties in social media through a real contest mentioned in the pitch (they are giving away a pair of tailored denim pants on Facebook). Finally, this production has all the hallmarks of a viral video: funny misunderstandings, extended jokes, and a contest at the end.
WHAT’S theAdVantage? Besides showing how good storytelling can turn boring into viral, this video reminds us all that coming blindly into any situation will hurt your chances of making a good impression. Make sure you always come to any event, interview, or conference prepared to talk intelligently about the companies you’ll be around. Compile research such as past clients or campaigns