We posted our latest OfficeMax work to youtube last week and already we’ve gotten quite a reaction from both the media and the public. 800,000 hits on youtube thus far (We did a one-day youtube roadblock yesterday and are doing another tomorrow). And we got also got a bunch of positive reviews. Some were solicited by us and/or OfficeMax. Happily, most weren’t.
And the cool and funky cats at Contagious magazine wrote a piece on the campaign. I believe they’re putting our work on their next dvd. (Memo to self: subscribe to Contagious).
But, for me anyway, one of the coolest reactions has been from the commenters on youtube. youtube can be a double-edged sword. it’s a big audience but it’s a very tough and vocal crowd. and not one that’s not typically hospitable towards advertising. And our stuff is very obviously advertising. There’s no mystery. No complex experiential game involving plastic gnomes with GPS in their hats. It’s retail advertising.
amazingly, there have been several instances of youtubers attacking negative comments about our ads. It usually goes something like this:
COMMENTER 1: WAKE UP PEOPLE. These are not pranks, these are COMMERCIALS. Lame, lame, lame commercials.
COMMENTER2: stfu bitch you say that in everyoone of these vids, noone cares just stfu and go get laid for the first time
Those are actual comments btw. It’s almost touching in its own uniquely youtubian way.