So there is this movie making the rounds out in the diabetes community. My discussion today is not about that particular movie but, rather, the discussion that surrounded that topic. After reading many comments, it is clear that people have very strong feelings about it and had many comments about it.
If anything, it is very clear that to produce something that has a universal message is very, very difficult. In most cases, our kids look and act as if there is nothing wrong; that is a good thing. But make no mistake about it; the films, commercials, public service announcements, and ads that we have witnessed rely on the premise that they have to ‘move you’ to have the viewer act. Get involved, do something, but in most cases; make a donation.
This, in most cases, is the goal. Which is fine, that is the point and we get that point……..in most cases. Showing any kids playing and having fun and at the end asking for a donation, I would imagine, would leave the viewer thinking, “…….what I am I giving money for, these kids look fine?”
The media world is not an exact science but the professionals who create these spots are pros. More than I am; and I have some experience in this field. When I see anything, my first question is always the same; “What is the intent of the piece I am looking at?” If there is no clear-cut answer (like some sort of action step asked, like a donation) than I am left to judge something as an artistic piece or even sometimes, me not having any idea what the piece is about.
When it comes to the creation of media, it is extremely difficult to get your message across in a concise (short) amount of time and yet make it compelling enough so the viewer stays with it, engages with it, and is left feeling ‘something’ about what they just saw. That ‘something’ is open for the creator; and by doing so, the audience can watch, judge, and or comment about the piece.
Right or wrong? Well that is a different discussion. So is offensive. Unless it is stated before, or someone asked the creator what the intent is; the audience is left up to their own decision-making. Perfect example of this is the final 5 seconds of the HBO smash hit The Sopranos. The ending of the entire series just went to black in the last five seconds. And that was it.
The ‘good’ and the ‘bad’ of that decision has been argued to this day.
So here is the deal. It is very easy to watch something and say how we feel. To form an opinion and share what we watched; well that is certainly much easier than creating a spot. So here is my question to you; you have the ability to make a thirty second spot; what does your commercial say? Or, what is the tag line on a billboard or an ad–what does it look like?
Let’s take a crack at it. One, you will see just how difficult it is; and two, maybe we can come up with something really worth a try.
Please share by hitting reply on this article as this gets shared in many different location. Let’s take a stab at being on Madison Avenue………send your idea for an ad…..not unlike the TV show Madmen (show about advertising on AMC)……we’ll be MadDOC. Try it.
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