Hey fellow citizens of the Video Contest Kingdom, Godaddy has unveiled it’s finalists bracket. I am pleased with the pickings. We can always second guess the judges and make a case for another dozen or so videos that ‘should have made it’, but that’s only because GoDaddy received tons of great commercials. They chose a very nice mix of content. Though they chose an ample amount of predictable projects (cleavage), they also awarded many creatives who approached the project from a more inclusive demographic angle. I gotta tell you, I am impressed with the field. Fully 50% of the field is a welcome departure from business as usual.
Here are a couple of my favorites.
This spot has it all. 1. An explanation of the product. 2. Great acting. 3. Comedic story line. 4. Great music. 5. Great camera work. 6. Great Casting. 7. Great writing., etc. etc. etc.
Here is another stellar spot.
This video is equally awesome and for different creative reasons. It does everything you need from a branding perspective and is so freaking entertaining. I love the “What if I use twelve?” line. Hearkening back to the Crash The SuperBowl contest for this year, the first time an all black cast was awarded a finalist slot by Doritos was the judges inclusion of the video submission, House Rules: a commercial featuring some of the very worst attributes of any culture, and using black actors to express it. I was disappointed by House Rules as a choice by Doritos and for a lot of different reasons. You can search the VCK archives of earlier this year to read my review of House Rules.
As different as night is to day, I am NOT disappointed here. I think GoDaddy did a great job of recognizing talent in so many areas of the film making process. Between this spot, Get Online Rap and the rest of the finalists bracket, GoDaddy scored some major creative content. Sorry if I ruffle some feathers in revealing my faves.
If you guess the title of this post suggests I am hesitant to draw any wholesale conclusions about the contest, you are right. I will reserve my final judgement of the contest for the end of the month when GoDaddy airs the top three finalists during the Indianapolis 500. I so hope that GoDaddy rewards these filmmakers for the widely appealing work they did here and that they fight the temptation to go the ‘Leave it to Cleavage‘ route.
My advice to GoDaddy: It’s time to wise up and start appealing to the much wider demographic potentate. Limiting branding exclusively to the boob lovers of the planet is just plain narrow minded. Time to start thinking outside the bra.
Let’s keep our fingers crossed people.