International calling app Rebtel doesn't pull any punches in calling out those marketers cluttering the airwaves with inspirational images of free-wheeling, defiant, fun-loving and good-looking young people banding together to take on the world.
The brand's new spot, which has both censored and uncensored versions, starts out by following that well-trodden marketing-to-millennials path with vignettes cut together in that familiar formula. The voiceover kicks in to recite an equally "empowering" speech to match, but things take a refreshing turn when it drastically changes its tune:
Are we really doing this? Another one of those cinematic montages of random inspirational clips, set over some poetic monologue of vague meaningless bullshit? I mean every company thinks that if they show how multicultural and in touch with the streets they are, that everyone's going to rush out and buy whatever they're selling. I mean how am I supposed to take this ridiculously pretentious script, written by some English major at an ad agency and read it with any passion when we're not even saying anything about what we actually do? Do we really think we're going to have some life-changing epiphany from a commercial? We're not Gandhi, we're a goddamn app. I mean Jesus, this is like stock footage. . .WTF it is stock footage!
The ad was created in-house, with a $15,000 budget and compiled from 100% stock footage as well as stock music from YouTube's free audio library. According to a Rebtel spokesperson, the brand was "frustrated from going to different agencies that all tried to sell them the same cookie cutter 'inspirational youth' video," so it made the commercial in-house, with one fresh twist.
Rebtel's app has about 25 million users. The "Anti-Anthem" spot debuts alongside a rebrand of the company out of Carrot Creative, the full-service digital agency owned by Vice Media.