I received an email today from a freelance peer (my buddy Chad C.). He wanted to give me a heads up on a contest he happened upon and suggested it would be right up my alley……..It wouldn’t be the first time I bore the brunt of a Pillsbury Dough Boy joke. It’s OK, I wear it like a badge of honor. I mean, after all, I am the original good looking chubby white boy. Hoorah…I digress.
Seems we have another nice little contest here. As I see it, there are some very good things about it, and a few not so good items. Let’s look at the pros and cons of this baby.
1. The winner will score a national television commercial. Excellent reel builder.
2. The winner will be chosen by the brand.
3. No popularity voting.
4. Nice exercise in brevity. At :15 it will force creatives to recognize dross and fluff in their work and chop it off at the freaking neck.
1. $10,000 1st place, $3,000.00 2nd place, $1,000.00 for 3rd place. Relatively small prizes for a major brand with national broadcast intent.
2. Will help those creatives who don’t want to compete with the GoDaddy producers, but because it is running parallel with several contests awarding larger paydays, it will ultimately result in Pillsbury getting a smaller field of spots from which to choose their finalits. Should have been a larger payday. Would have attracted a larger field. If a major brand like Pillsbury wants to cook in the freelance kitchen they need to bring a bigger rolling pin.
3. This contest requires you join a 3rd party admin site to enter. Zooppa seems like an honest enough branding portal and yes I am a member, but to date have never created for them. Honestly, I don’t like added links in a contest admin. chain. It is one of the reasons I am so high on contests like GoDaddy, as there are no middlemen. Additionally, I assume Zooppa is not administrating the contest for free and can’t help but imagine how much the money awards were adjusted to make that happen.
PILLSBURY CONTEST SUMMARY:
Generally speaking, this is another decent contest for freelance creatives. Throw a little creative yeast into the mix and watch it rise. If Pillsbury runs the contest again next year maybe they’ll follow the example set by their product and throw the freelance creatives a bit more pop & fresh dough. It would be a shame if this contest came off half baked because of a stingy ingredient list. Okay, I’ll stop it.
When a bride-to-be goes to the dress maker, she understands it will cost her according to her expectations. If she is going to get just the right fabrics and textures with the perfect, fits like a glove feel, she is going to have to pay. Most brides understand this if they are to get everything perfect before unveiling to the world on that special day. These brands need to start seeing us freelance creatives as the dressmakers. I am sure they feel similar to the nervous bride walking down the aisle, when these spots are broadcast nationally for the first time, and they check the sell-through reports to see how well they were received by the viewing consumer.
Many of us freelance creatives are very capable visual wedding dress makers. No we don’t require or assume we will receive the same payday as the Vera Wangs and Melissa Sweets of the fashion industry, but as few brides would dare go to K-Mart or Target expecting to outfit themselves, neither should these brands be able to go to a Zooppa and walk away with a national quality branding dress at a K-mart price.
In 2008, the production cost of the average national :30 commercial was $350,000.00 according to the AAAA (American Association of Advertising Agencies). This is what the ad agency is paid to deliver an ad to the brand. Through Zooppa, Pillsbury will pay the winning creative about three cents on the dollar (3 percent). Now, unless Zooppa is scoring a huge payday, by my reckoning the brand is doing pretty well for themselves on this deal.
If a brand reaches millions of viewers and scores X amount of retail sales as a result of a creative’s intellectual property…that creative should share in the spoils the same way a Madison Avenue ad agency does. Anyone care to debate the VCK?