How do you square the appeal of super-high production values with the reality that, on the internet, what tends to work is lots and lots of content? (See: Demand Media, Huffington Post, YouTube, etc.)
Is it crazy to say that this ad campaign from Old Spice suggests a possible solution?
Wieden+Kennedy is producing super-short, snappy videos—all in basically the same format—in response to @replies on Twitter and comments on YouTube. You can click through to watch a bunch of them here. They’re funny, and I like the length; they’re video popcorn. (Er. I just watched five.)
Why isn’t there more video like this? Imagine a tumblr that posted three or four new videos every day, of about this length, at about this quality. Always the same characters, always the same background—easy to set up! Maybe it’s fictional; maybe it’s not. Maybe the videos respond directly to The Internet the way this Old Spice campaign does; maybe they don’t. Over time, it builds up a blog-like archive of hundreds, eventually thousands, of super-consumable little snippets. It also builds up a voice, tone, and style—a familiar, comfortable universe—in exactly the way a good blog (or webcomic) does.
What do you think? Plausible? Has it been tried before? (Don’t say The Show with Ze Frank; though sublime, it was a very different format. Each episode was a multi-minute, highly-edited bespoke daily creation. Too much work for not enough content!)
Is this related to what’s next for TV?