| |
| |
| The Small Business Think Tank Network is not currently active and cannot accept new posts | Stock Video in Commercials | Views: 849 | Feb 15, 2009 4:18 pm | | Stock Video in Commercials | # | Kurt Schweitzer | | I've been watching commercials for years, decades even. I've even been looking at them critically for several years.
But this morning was a "Doh!" moment.
At the end of ABC's "This Week" there was a Bank of America commercial, with some voiceover blather about how great they are. The images were all one or two-second cuts of doors opening and people walking through them.
I was looking at it and thinking "How stupid, to pay so many different people, to arrange for so many different locations, to set up so many different film and lighting crews, for a single 30 second spot. What a waste of money!"
Then it hit me. That commercial was actually pretty CHEAP! BofA didn't do all that! They (or rather, their ad agency) simply went to some place like iStockPhoto, entered a search for "opening doors", and bought a bunch of stock video clips! String them all together, add the voiceover and the BofA logo at the end, and they're done. Instant commercial!
"Doh!" - Homer Simpson
I've been noticing stock photos on the Web and in print for years. Why am I so surprised to see it in TV commercials?
It occurred to me that the garage door opener ad that followed the BofA ad may have cost more to produce. It actually had shots of the product and people using it. The BofA ad was just a "branding" ad, with no measurable impact on anything other than "top of mind". However "top of mind" might be measured.
I don't think I'm ready for TV, but when I am I've got to keep stock video shots in mind.
Kurt Schweitzer Urban Village ScootersPrivate Reply to Kurt Schweitzer | Feb 16, 2009 12:38 am | | re: Stock Video in Commercials | # | Scott Wolpow | | I bet no stock shots were used. I have seen them film parts around my area. They shoy a verizon commercial in front of tehir store, yet used another store for interiors.
The last Law and Order episode built a set for the bombing or an armed forces recruiting center. In reality is was a traffic island at 200 fifth ave. The set was far more elaborate than what was used in the shots.
A car ad was also shot locally in the same Square as another Law and Order episode. Both were there for an entire day and evening, yet only 90 seconds made it. BTW Hicthcok used the same location for Two on the Train.
Private Reply to Scott Wolpow | Feb 16, 2009 1:05 am | | re: re: Stock Video in Commercials | # | LeashesandLovers.com Sheryl Matthys | | Hi
Bank of America probably wishes they used stock - maybe that would have saved them some money being in their situation now.
But, you'd be amazed what Stock images even cost - they don't come cheap unless you're the actor being used in one. Believe me, I've done stock when I first started acting here in NYC. I'm also an actress. I didn't make any money yet saw my image pop up in magazines - the ad agency would have made money and I got some great photos for my portfolio. But, now I don't do any stock unless it pays and some stock images/photographers do.
Anyway, usually only non-broadcast purposes use stock video - not usually commercial TV.
But, your point is well taken It's something for all of us to consider. I use stock images on my website - I usually search for those which are free or very inexpensive as I have an arsenal of images I have myself to use.
Best wishes, sheryl creator of http://LeashesandLovers.com Private Reply to LeashesandLovers.com Sheryl Matthys | Feb 16, 2009 1:26 pm | | re: re: re: Stock Video in Commercials | # | Kathy Buck | | All depends if the ad was regional or national, and then not even.
Corp headquarters defines images to be used in any campaign on a national level, then regional ad heads add local flavors that could be as simple as a instance of local branches locations to full shoots of local--all depends on budget. I doubt in any instance of corp branding campaigns any generic stock from online is used.
Friend of mine works for an agency that has a niche market of car dealerships. I refer to that agency as the 'k-mart of commercials" often times they will you use "in house" stock video (RE: old shoots of happy people at a car lot) and add to brand clips provided. BUt they also do on location shoots.
Now a bit of a punch to the creative services bunch in the broadcast sector. Many dastardly known for adding cheesy "stock" images in productions. what creative services adds to any national brand depends on the regional campaigns budget.
EX: The Zoom Zoom Campaign. That was a national brand and local dealerships may have opted to add their own spice to tag the spot.
Im not sure what agency handles US Banks Corp brand / marketing and media buys etc. I do know that Wachovia recently dumped the Mullen Agency and their ad budget alone was worth 120M. Now add the sticker price for the agency, do you think for that juice they used "stock" video? Can you imagine getting that phone call of a lost account? YIKES!
Another twist on "stock video" for TV commercials is Spot Runner dot com. Private Reply to Kathy Buck | Feb 16, 2009 2:54 pm | | re: re: re: re: Stock Video in Commercials | # | Kurt Schweitzer | | Here are some reasons I felt that there was stock footage in the ad:
1) Even though this was a Bank of America commercial, not one single shot showed a bank.
2) The locations were evidently world wide, judging from the variety of faces, styles of clothing, and background scenery.
3) The locations were in a wide variety of workplaces - a manufacturing plant, an office elevator, an airport, etc.
On the flip side, the production quality was quite good and consistent. Of course, with only 2 seconds per shot you don't get much time to catch much detail.
In any event it got me thinking about producing commercials in a whole new way!
Kurt Schweitzer Urban Village ScootersPrivate Reply to Kurt Schweitzer | Feb 16, 2009 4:02 pm | | re: re: re: re: re: Stock Video in Commercials | # | Kathy Buck | | Then it is probably the case of a niche agency providing in house "stock" clips. Like the car dealership agency with oodles of "generic" footage of happy new car owners shaking hands, jumping up with new car keys..little kids smiling yadda yadda yadda.
Kinda like a warehouse of "used" and available at a lower production fee.
Short of over thinking all of this....
You go to a list broker to buy a targeted list that includes Business Type, Contact name, address, phone and e-mail. Your quoted a price that blows your budget - you drop the e-mail contact and maybe contact name to lower the price. Spot production the same...An on location shoot w/ production staff very $$$$ So regional locations opting for the basic stock production and just tagging w/ locations OR it is Corp managing the national campaigns (Corp branding) and no regional tags.Private Reply to Kathy Buck | Feb 17, 2009 1:20 pm | | re: re: re: re: re: re: Stock Video in Commercials | # | Scott Wolpow | | But we know that BOA got billions in bail out money. They have to spend it fast so they can get more money. Private Reply to Scott Wolpow | |
| |
| |