A little update to this article: After bashing the video below as “either an extremly sarcastic subtle protest against ignorance in advertising. Or the saddest thing in the industry” I was now contacted by a couple of people who commented that anyone (except me) found it extremely obvious that it is not the saddest things but a very subtle protest. But what is it that this video wants to achieve?
Is it taking the piss out of award videos?
Pink Pony does that without touching the Sudanese civil war. Is it supposed to remind us of South Sudan? Not really. So in fact whatever it was that this video wanted to be ironical about – it crossed the line from irony to cynicism.
To make my point I. I don’t give a damn if this is an official award video. I just think it’s extremely tasteless and stands for a very acultural cynicism typical for too many people in this industry. Generate buzz no matter through which method. That’s pathetic.
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Actually everything that was ever wrong with ad awards can be studied in the video above.
It is a submission to the Future Lions, a sub-award of the well known Cannes Lions. And it is given to anyone (you can be a private person) who comes up with a hypothetical idea for an existing brand that wasn’t technically possible five years ago.
So the video showcases a hypothetical idea on how to promote a beer in the soon to be independent state Southern Sudan. Key elements of the story are true. White Bull Lager is in fact the first major locally produced beer in Southern Sudan. But the hypothetical campaign described in the film gave me inner mouth vomit.
It does not just show a deep lack of historical and political understanding – it’s just cynical (even worse than Jung von Matt’s great guerilla stunt that took the piss out of German anti Nuclear protestors…2 months before Fukushima).
Stuff like this is the end result when ignorance meets fake caring. Seriously? This is either an extremly sarcastic subtle protest against ignorance in advertising. Or it is one of the saddest things I have ever seen coming out of the industry. Two million people died in Sudan and some hipster presents beer logos on T-72 tanks
to win an award. Oh…the best part: In the end they even dare to dedicate this to the people of South Sudan. Makes me want to kill myself.