There are ad nerds, almost all of them working in advertising, and then there are ordinary consumers. And you'd better not believe the latter are overly enamored by your 15- and 30-second spots.
A new video from agency Piro makes that case in amusing fashion, as it follows four friends at a football-watching party. Except they're not really into the football.
Piro was founded by Tim Piper and Daniel Rosenberg, who came from the worlds of advertising and entertainment, respectively. (Piper made the Cannes Grand Prix-winning "Evolution" spot for Dove; Rosenberg worked in movies and TV, and developed Inside Man with Spike Lee.)
Piro does TV spots but advocates for the longer-form storytelling of branded entertainment—thus, their frustration by the ad industry's continued reliance on short-form TV spots.
"The audience watching is just nowhere near as engaged as the brand and advertising agency that's creating it, and even the focus group that's putting in their two cents," Piper tells Muse. "It's a huge disconnect that the industry is still not grasping, which probably just comes from a place of denial. We thought we'd have a bit of fun in demonstrating the degree of the denial."
Piro has worked on a number of branded entertainment projects, including the four-part satirical series "Farmed and Dangerous" for Chipotle and more than 20 short films for Estée Lauder featuring Kendall Jenner.
"There's a way to do it. And we've proven you can do it," Rosenberg says of effective branded entertainment. "So the question is, why is the industry finding it so hard to adapt? That's a conversation we want to have."
The video points viewers to wearepiro.com/effectiveness to learn more.