I must admit I'm not particularly fond of the Yellow Pencil winning entry for the MTV brief. It's not a bad entry, it is rather creative and an enjoyable piece of short film, however I don't believe it was the best entry. I think the line between a good piece of film and a good piece of advertising was blurred, observe:
I just feel that it doesn't really push the brand enough and lacks... believability if that is the word for it. Nice, but not effective advertising. I was fairly disappointed with a lot of the MTV brief entries really, they were nearly all very nicely designed pieces of film but as pieces of advertising they were poor.
I don't pretend to be an advertising expert, however when I started the first thing I was told was that a good ad required three things;
1. Impact
2. Persuasion
3. Communication
No I may be an isolated case but I don't believe it has any major impact, It doesn't persuade me to watch MTV and I don't believe it communicates a real message to me, at least not a relevant one. So by those three principles, it is poor. Cool, and very nicely done, but poor.
feel free to disagree with me.
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