December 19, 2007

Those crazy kids and their youtube

Other than having this commercial’s jingle run in my brain and our house, I didn’t realize its origins. This isn’t the first time nor the last time a kid will fool around with his computer, put together a video, post it and find audience. That’s old news for many. The shift is that the amateur is valued and perhaps equal.

Consumers creating commercials “is part of this brave new world we live in,” said Lee Clow, chairman and chief creative officer at TBWA Worldwide, based in the Los Angeles neighborhood of Playa del Rey.

What’s different is that although the tools are cheaper and very close to those of professionals, they aren’t even necessary; good ideas and design are. Dan Pink is on to something.  The kid didn’t even use a camera. He took a song he liked but more importantly a lyric in the song and crafted a short but powerful message. Just messing around. With all that’s available we don’t need a camera or much of a computer for kids to be producing some amazing things. It’s not about fancy tools or access as much as it is about ideas and communication. Like my post yesterday, with all the media we observed, we have examples of what works and what doesn’t.

So let that be a lesson to all you kids out there….Innovation and Design is the challenge not technology.

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