A Million Views (and Then Some) on Obama's Inauguration

Can Agency World Learn Diversity Lessons From YouTube?

Posted by Raafi Rivero on 01.20.09 @ 05:52 PM

Separately, and without our noticing it, YouTube has become the default TV channel of the internet. This is remarkable considering that a) YouTube did not exist during the last presidential campaign and b) so much of the content is published by non-professionals. As the 30-second spot eases into its golden years, the race is on to create advertising relevant to an era in which audiences increasingly consume their world crumb by crumb: Fantasy sports break games down to the individual achievements of players; iTunes encourages music consumption via individual songs; and YouTube breaks TV into the favorite three-minute bits we can e-mail or post to blogs.

Wassup Redux
At the nexus of these disparate notions, perhaps, sits Charles Stone III, director of the hugely popular Wassup series of Budweiser spots and, eight years later, the hugely popular Wassup2008 YouTube short featuring the same characters.

Stone, a director of three feature films, successfully managed the career leap espoused by countless directors in the pages of the industry press. And yet, working outside the industry, he managed to create a viral hit the likes of which has been generally elusive to the advertising world at large. Wassup2008, an Obama-backing take on the year's hard times, generated more than 2 million views in its first three days and has a total of more than 5 million. The fact that Stone is African-American is both central and inconsequential to this piece.

Stone speaks with the same world-weary optimism as his character in the Wassup material: He is the conductor of the show, funnier, but using fewer words than his buddies. "Dookie! Pick up the phone." There could be a joke hiding behind each phrase, but his sentences resolve in succinct thoughts. Just when you think he's let the humor slink back to the closet, he drops the punch line. It is a rope-a-dope, a limbo-rock. "Even though I'm still inspired by Barack, and looking forward to a future with him as president," he says, "I kind of burned myself out on the celebratory aspect of his success. It was like when you eat too much Mexican food."

Stone seems to be neither burdened nor encouraged by the snail's pace of diversity issues in advertising, noting that "there are opportunities in the mainstream [advertising world to present] more hip and contemporary black characters that aren't the typical Colt 45-types." Yet his grin toward Obama tells us the most; he is as anxious for change as anyone else. "The norm of color is a problem and still a stigma," he warns, but adds, "I'm optimistic. More optimistic about the commercial world than the feature world, or especially the TV world."

His former executive producer at Believe Media, Gerard Cantor, added that Stone is an "example of a 'creative' package that may be the future model: a director who is more of a unique creator and can therefore bring an agency's two-dimensional idea into a unique three-dimensional campaign." Stone himself is intrigued by the array of possible venues for his work. In addition to rekindling his relationship with Believe, he is in development for both a comedy and a drama, noting that "part of the trick for an artist working in the commercial world is to coax creativity on command."

Obama Gets It
But the vast and looming question that hangs over every filmmaker working in advertising and every advertising agency working with clients is the internet. Should the strategy center around microsites or blogs, "virals" or sponsored links, Twitter feeds or Facebook widgets? And rising to the podium today was a man who used every single one of them without prejudice; a black man, it should be noted, who used them all to raise nearly a billion dollars. In the process he embodied Scott Goodson's Cultural Movement, and personified Alan Wolk's Brand as Prom King, and probably hundreds of other lesser-known Big Ideas in marketing, advertising and television.

It is apt use of this disruptive technology that promises to wield the cudgel to stereotypes in a way that years of hackneyed characters on TV and advertising could not. Online we see increasingly complex depictions of minority characters become hits because, as Wassup proved (again), minorities are actually the ones behind the camera.

One of the most successful video series on YouTube in the past eight months is comprised of the following: A young black guy stands in the middle of the woods growling unprintable insults at an ex. The videos are filmed in grainy black and white, handheld, and utterly without pretension. Barack Obama he is not. The six videos in the series have amassed more than 25 million views -- the first one with 12 million alone -- they have been uploaded by other users attempting to boost their own numbers, and countless imitations and "response" videos have been uploaded. The series itself, called Unforgivable, is nominally a spoof of the vapid advertising for Sean P. Diddy Combs' cologne of the same name, in which Combs himself is pictured usually with multiple sexual partners. (Warning: Not Safe for Work)

"Unforgivable" is nothing if not an authentic viral success: the online audience at large responding to the garage-workshop stylings of a couple guys with some funny ideas. That the lead character is black, again, is both central and inconsequential to its success.

Yet, the seventh-most watched viral video of 2008 was none other than Obama's Philadelphia speech on race. All of this to say that the pool of black expression is both wide and deep.

Add to this mix an industry whose intransigence on the issue of race is legendary, whose utter close-mindedness on the issue trails behind even the American electorate and, well, you have the makings of a pretty good comedy. We'll call it "Wassup With My Balance Sheet," and it stars four white guys sitting around a board room mulling over layoffs, two with fancy haircuts and sneakers, two with MBAs and tailored suits. One of them has an accent that the other three secretly admire. And as the webisode begins, an AVO intones the following, "If a black kid in the woods gets 20 million views, will the advertising world notice?"

Or does it always take 40? Barack Obama might know a thing or two about that, but then, he's got a country to run.

NOTE: *Alley Insider notes Obama's race speech has 40,920,498 total views. The video link has since been routed to the official Obama campaign upload of the speech which itself has an additional 5 million views. The video with 40 million views is no longer up.

6 Comments

  By HarryWebber.com | LOS ANGELES, CA January 21, 2009 02:40:35 am:

"The advertising world has had its own race issue, on the table now for more than 40 years, but has yet to find a voice that can apply salve to that gaping wound whilst moving an otherwise ailing industry toward reconciliation."

I beg to differ my brother. The advertising world has found several
voices to apply the salve to that gaping wound. They Call them "Diversity Officers." We are lead to believe by their career track that the industry is making progress.

The Worldwide Boss of Bosses asks a simple question. "What do they bleedin' want out of us? He gets a simple answer."Hire some caffer at bloomin'high six digits." The B.O.B orders his minions. "Get our Diversity consultant on iT." In unison they respond, "We did, sir." An arched eyebrow begs a quick answer. "They recommended themselves." Boss of Bosses ponders for four.2 seconds. "Done. Next?"

History tells us that for smart people, agency decision makers are incredibly stupid about diversity. How smart do you have to be to let a cancer grow unchecked? Unchecked for forty years. Six Government warning shots later, I ask you;how smart do you have to be to have yourself and 14 of your CEO buddies served subpoenas to Appear before the New York City Human Rights Commission to show cause...during Advertising Week. Smart enough to still have your job? Smart enough to get smart in a hurry, if you do? Nope. Not smart enough to do a damn thing.
Radio silence. That's the voice.

Until another voice is heard from. Mr. Sanford Moore. There was a hearing. Nobody showed but Mr. Moore. He had a few words to say. Next voice in line Cyrus Mehri. Oops. Another voice. The 4A's Ms. Hill. "The numbers speak for themselves."

" A voice that can apply salve to that gaping wound whilst moving an otherwise ailing industry toward reconciliation." Many voices Mr. Rivero.

Their is Mr. High Jive athttp://multicultclassics.blogspot.com. His voice can be heard right here as well. There is our own White Knight Mr. Ken Weaton, perhaps our most fervent journalistic advocate to date. Both of these members of the press have lent their gifted voices to providing context and dimension to the issue.

But the reconciliation you speak of can only come from two voices.
Mr. Mehri the designated voice of the offended. And Ms. Hill, CEO of the American Association of Advertising Agencies. The designated voice of of the offender.

But what about the most important word in the quote that began this long-winded response? What about "ailing"? As in "ailing industry."
Whose voice will speak for that well-known fact? It is the 800 ton pink elephant in the room. My money is on the clients' voice. Like, "How viable is an industry with a $100 million dollar class-action suit clouding its horizon? Is this the kind of business we want to associate the brand with right now? We have our own thunder clouds brewing." Not salve to the wound Mr. Rivero, amputation.

http://MadisonAveNew.com

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  By Jorge | Miami, FL January 21, 2009 06:47:38 am:

For all kinds of commercials via YouTube, and other advertising industry news, go to: http://www.examiner.com/x-1276-Miami-Advertising-Examiner

Peruse through past articles, or subscribe to be e-mailed updates when new entries are put up.

Many thanks to AdAge for great tips on what's going on in the business.

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  By hotmail | insider January 21, 2009 09:09:56 am:

Ive never ever, in my lifetime seen so many americans black white,asian, hispanic,poor rich--laughing crying with euphoria over a african american becoming president of the united states. People who would never talk to each other, celebrating, dancing together. U ask 90% of these same people 2 years ago, would a african american a become president of the united states become president, most would have said no. Despite its racist past, big things lie ahead for america, hopefully this isnt just a 1 moment in time, but a lasting moment, we all can rise above our differences, and support causes that unite us all.

As far as our industry goes where still stuck in the 60s. Adage just released a report of the agency A-lists. Agency a-lists-hahaha ok if thats what they think, all those agencies would recieve F, when it comes to their own diveristy.

I challenge adage to do a report on diversity for a Crispin Porter & Bogusky, Goodby, Silverstein & Partners Deutsch etc

They said "With Design Innovations, Digital Platforms and Culture-Busting Ideas, These Shops Were Tops in '08.--yeah right

Whats Jay Chiat, lee clow, rob bogusky, jeff goodby,Bob Greenberg, --absolutely nothing, its about the money/work so why should they care, its not about diversity. I challenge any of them to make a statement regarding diversity, and changing the way things are done. Will any of these head figures lead the charge? everybody can answer that question. So whats the future hold for the industry were still stuck in the past.

But really, how far has this industry come since the protests in the 60s!! not far, sadly. Weres the diversity movement? Im guessing the way they show the care is by hiring more diversity offices like harry said, and Diversity consultants. Why does the industry need a 100million dollar lawsuit from cyrus mehri, is this really necessary? Im really hopefully the deep down the ad industry capable of rising above false promises of the past, im hopefull. The time for important decisions and finally addressing the culture of bigotry and racsism is now! Can everyone do it-- yes we can.

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  By killerkev | DALLAS, TX January 21, 2009 12:28:39 pm:

Raafi, you nailed this one! Nice job. Charles Stone is a genius, to know that all you have to do is watch the Roots' "What They Do" video. Great stuff Raafi.

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  By raafi | New York, NY January 21, 2009 07:42:11 pm:

@insider: agreed. a little optimism helps, doesn't it?

@Kevin, et al: Charles had a lot of interesting stuff to say about the creative process that fell outside the scope of this piece. At that point, like any achieved person, race had nothing to do with it. I've always been a fan of his PE / flavor flav video for "911 is a joke." It's hilarious.

@Mr. Webber: I am intrigued about Mr. Mehri's legal actions, and am a regular reader and sometimes commenter of High Jive's too. That said, we are well aware of the issues, but have yet to find a way forward as an industry. As Mehri contends, though some diversity officers have made gains, without a true commitment from decisionmakers leaps in progress are nearly impossible. What I'm looking for is leadership on the issue, or some form of a business model that takes advantage what must be a latent talent pool.

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  By HarryWebber.com | LOS ANGELES, CA January 23, 2009 11:19:01 am:

Raafi,
I am reminded of an ancient Chinese Proverb. It brings to light the role of leadership in this arena.

One is brought to recall of the tale of the mighty Wang Po. Wang Po, the greatest dragon slayer of all time, had been banished to the far-off Xang Quang Province because the Jade Emperor feared his growing mythic popularity in the Hidden Kingdom. And so it came to be, that the most fearsome dragons in the land came to roost in the mountain caves in the north of Xang Quang because of the honor associated with the possibility of facing and defeating the mighty Wang Po. And of course, all those who had the means, took the long journey to Xang Quang Province in hopes of just one glimpse of the great Wang Po before is daily battle with the next dragon in line for the privilege of defeating and destroying the great dragon slayer . Which always ended badly for the dragon, because after all, this was the mighty Wang Po, the greatest dragon slayer...of all time.

Ultimately, as Emperors do, the Jade Emperor grew weary of the same faces at court. Especially since there seemed to be fewer and fewer at every session. Inquiries were made. It seemed the courtiers were off in Xang Quang for the dragon fights. The Jade Emperor, not to be outdone by his courtiers, sent forth for the imperial Palaquin. And so it was that 10,000 Imperial Guard and their generals lined the Imperial Highway to the mountains north of Xang Quang, arriving just as the mighty Wang Po was about to face his 288th dragon. A particularly shifty critter with a name only Wang Po could pronounce. As was the custom of the time, each
of the Jade Emperors 10 million subjects was required to prostrate themselves on their faces upon the passing of the Emperor's cortege. And all did so under pain of death for non-compliance. All but Wang Po, who kept one eye firmly on the cave of the 288th dragon. Until he was spied by a General of the Imperial Guard. Who had him dragged before the Emperor who would determine his manner of death. There was a long pause from the Jade Emperor as
he pondered the fate of the mighty Wang Po. Finally the General announced the Emperor's edict concerning the greatest dragon slayer of all time. "Henceforth and forever, Wang Po shall be forbidden by Imperial Decree to ever take the life of another dragon." And so it was that the concept of a fate worse than death was born.

When great minds are kept from achieving greatness, insanity ensues. The latent talent pool has been left to tend to our own forms of insanity. Fortunately that insanity is translating into many viable business models. Many of those business models are engaged by clients, not agencies. For example,
http://HarryWebberIsReinventingAdvertising.wordpress.com and
and http://iapia.org .Who cares about their leadership? We have our own. http://MadisonAveNew.com

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