Monday, February 28, 2011

Music & the Ad:: Metric & OMDC

This ad below has been cropping up quite a bit over the past week. It's for the Ontario Media Development Corporation, an agency of the Ministry of Tourism and Culture. The six week campaign, “We’ve got it going ON,” does that play on ON that's getting a bit old. It might be my annoyance at the ONroute rollout on the 401 that's seen the temporary closure of so many service centres on the 401 while they are being renovated.

The ad is slick and I must admit it's appealing. The quick edits and the use of Metric's "Gimme Sympathy" jam pack the culture industries into a minute of montage. Here's the video for Metric's "Gimme Sympathy"::

I'm not 100% sure the ad does a great job of doing what it's supposed to do. According to OMDC CEO, Karen Thorne-Stone, the target audiences are Ontario consumers and organizations. The objective is to dazzle the consumer about how Ontario is the centre of the universe and remind Ontario organizations that there is plenty of creative capacity going on. I would worry that while the ad is cool and memorable, it might not link well to the message of promoting the Ontario culture industries. It becomes a bit of a blur...publishinginteractivefilmmusicadvertising at 140 BPM. My take is that it may have been better to have several versions with the same concept that lingers more on the featured artists and cultural products. I understand there are likely budgetary constraints that would preclude this. I wasn't able to find a website for the campaign, which I feel really could have added to the impact of the campaign, particularly if it were set up to be interactive and foster dialogues and collaborations. I also thought it was interesting that stage wasn't included. I did a cursory examination on the OMDC website and couldn't find references to theatre, but perhaps that's under a different provincial entity.

I feel like I'm raining on the parade here, which I really don't mean to. It's a solid execution that's marketing a wide array of creative offerings under the obscure branding of a province.

The agency of record {AOR} for the campaign is Brandworks International, which, by the way, is in Toronto, Ontario.

Twitterversion:: [videos+blog] #Music&theAd blog on Ontario's ad promoting culture industries, using Metric's "Gimme Sympathy" @Prof_K

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