As you know, user-generated / consumer-generated content has been all the rage over the last year. Many pundits have gone so far as to claim that traditional advertising agencies' days are numbered. But the agencies themselves have lumbered forward, continuing to support hundreds and hundreds of creative staff (not to mention a sizable chip on their shoulders), with the confidence that no one can produce high quality creative the way they can.

Earlier this year, the Doritos Super Bowl ad proved otherwise - at least with regard to concepting. The agencies and production houses still have the expertise in execution of the 30-second spot. I think in the end, the creative juice will be found somewhere in the middle - the agencies and their ability to navigate the supply chain, along with active input from consumers, will together create some pretty powerful stuff.

But in the meantime, the takeaway message is the old cliche - don't judge a book by its cover. Agency execs pooh-pooh ideas because they come from "the people," and that is a huge mistake. Good ideas can come from anyone - on your team, from a client, from an agency - hell, stop and ask a few people on the street while you're at it.

Case in point: Paul Potts, a dubious-looking mobile phone salesman goes on ITV's Britain's Got Talent to attempt to sing opera
You have to see this video. I think it's one of the best moments in the history of reality TV (okay, okay - not a huge honor, but you get the point) and a great example of how we humans like to judge based on superficialities.

The judges rolled their eyes when they saw the contestant, clearly expecting another feeble performance on this grown-up talent show. In the end, Potts had the audience on their feet, people were crying, and Simon Cowell - yes, the Simon Cowell - was clapping, exclaiming "you are absolutely fantastic."



Using a feedreader that doesn't embed video? Click here.

Take a moment and think about the many assumptions you make on a daily basis - about vendors, clients, colleagues, people you pass on the street or sit next to on the train, the guy you get your coffee from or your newspaper man. The next Pavarotti might be closer than you expect. Have you given him the chance to sing for you?

Here's some context on the aria, "Nessun Dorma," as well as Pavarotti singing it for comparison.

Labels: Advertising, fun, Marketing, New Media, Paul Potts, Video

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 Comments:

At 6/12/2007 12:03 AM,  Laura Athavale Fitton said...

Bravo, Scott. brilliant clip and excellent points.

 

At 6/12/2007 7:09 AM,  Paull Young said...

Waking up to posts like this is why I love the blogosphere.

Thanks for sharing Scott - inspiring, great video to start my day to, and a valid lesson you've pointed out we can learn from it.

 

At 6/12/2007 10:24 AM,  TDefren said...

Bravo!

 

At 6/12/2007 10:27 AM,  Cam Beck said...

Thank you for posting this. :)

 

At 6/12/2007 1:09 PM,  CK said...

Being I've already thanked Cam for posting this clip (thanks to you), I should be thanking you for making me cry (but they were happy tears).

Whether or not this man wins the competition he has won the hearts of millions. Why? Because he let his passion lead (and his lack of confidence take a backseat).

Nice to 'meet' you and thanks for making me cry.

 

At 6/12/2007 1:51 PM,  Scott said...

Thank you all, for acknowledging this find. I'm not ashamed to say that I'm moved to tears each time I watch this video - not necessarily because of the music (I can watch a Pavarotti version and not be affected the same) - but more because of the story behind it.

Here's this average schlub seemingly attempting the impossible - how can we not feel for him? When he completely owns the song and captures the hearts and minds of the audience, we are him - or wish we were. It's the classic story of the underdog who follows his passion, only to emerge at the pinnacle.

It works on so many levels.

 

At 6/12/2007 10:01 PM,  Geoff_Livingston said...

Awesome. It's true, the janitor may be the best blogger. Very strong post.

 

At 6/13/2007 9:56 PM,  Agricola said...

Nice post and good points.

As an agency person though, I think the shops are a long way from ever admitting that the man on the street can be as good as they are -- Doritos and Paul from Wales not withstanding. The arrogance is pretty stunning when one actually considers the level of creative output in this biz -- 98% of which is fair to middling at best (and that's being generous).

It's a threat to all of us highly-paid professionals that some kid with a digicam and iVideo can create better content than we. In the end, all we really have on the "common man" is access to the delivery channels -- both online and offline. Thanks for the reminder to stay open minded.

 

At 6/27/2007 11:51 AM,  Kevin Green said...

Scott,

This guy is brilliant and I got chills through the entire performance. If possible, please keep us posted on his progress!

 

At 7/07/2007 11:34 PM,  bobmutch said...

Thanks for sharing -- that inspired me to work harder : )

Oh this forum doesn't work with Firefox 2.0. It products the 400px x 450px window that can't be expanded and gives you about 100px of the left side of the form with the rest hidden. It does work with Safari 3.x. Please fix this.

Also while I am at it I should voice I strongly dislike pop up windows that can't be resize for comments. I think it will cut down in your comments.

 

Your Next Creative Genius May Be Closer Than You Think

As you know, user-generated / consumer-generated content has been all the rage over the last year. Many pundits have gone so far as to claim that traditional advertising agencies' days are numbered. But the agencies themselves have lumbered forward, continuing to support hundreds and hundreds of creative staff (not to mention a sizable chip on their shoulders), with the confidence that no one can produce high quality creative the way they can.

Earlier this year, the Doritos Super Bowl ad proved otherwise - at least with regard to concepting. The agencies and production houses still have the expertise in execution of the 30-second spot. I think in the end, the creative juice will be found somewhere in the middle - the agencies and their ability to navigate the supply chain, along with active input from consumers, will together create some pretty powerful stuff.

But in the meantime, the takeaway message is the old cliche - don't judge a book by its cover. Agency execs pooh-pooh ideas because they come from "the people," and that is a huge mistake. Good ideas can come from anyone - on your team, from a client, from an agency - hell, stop and ask a few people on the street while you're at it.

Case in point: Paul Potts, a dubious-looking mobile phone salesman goes on ITV's Britain's Got Talent to attempt to sing opera
You have to see this video. I think it's one of the best moments in the history of reality TV (okay, okay - not a huge honor, but you get the point) and a great example of how we humans like to judge based on superficialities.

The judges rolled their eyes when they saw the contestant, clearly expecting another feeble performance on this grown-up talent show. In the end, Potts had the audience on their feet, people were crying, and Simon Cowell - yes, the Simon Cowell - was clapping, exclaiming "you are absolutely fantastic."



Using a feedreader that doesn't embed video? Click here.

Take a moment and think about the many assumptions you make on a daily basis - about vendors, clients, colleagues, people you pass on the street or sit next to on the train, the guy you get your coffee from or your newspaper man. The next Pavarotti might be closer than you expect. Have you given him the chance to sing for you?

Here's some context on the aria, "Nessun Dorma," as well as Pavarotti singing it for comparison.

Labels: Advertising, fun, Marketing, New Media, Paul Potts, Video

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