Buick's Woods Youtube Video Shows Lack of Imagination About New Medium

Posted by: David Kiley on November 13, 2006

Buick put a grainy short video up on www.Youtube.com that appeared to be shot by a bystander at a commercial shoot. Buick outed itself and said that, in fact, GM and its agency, McCann-Erickson, had shot it and put it up on the site.

I could tell. It was pretty pointless. About 30 seconds of very hard-to-hear chatter, Tiger (kneeslap) having his lines being stepped on by a passing plane, and a few partial views of the Enclave crossover SUV. Yawn. Zzzzzzzzzzz. Still, the Detroit News and a few blogs picked it up. I, in fact, went to see it after reading about on www.autoblog.com.

Youtube is a fascinating medium. The nice thing about it is that it is so easily searchable. It doesnt matter that there is a lot of flotsam up there. There is a lot of flotsam on the Net too. I don’t see most of it, though, because when I go to google search, I’m looking for something specific. But this Buick video is definitely flotsam.

Okay…time for ideas. 1. Shoot a one minute video, at least, of Tiger actually saying or doing something amusing. 2. Show him doing or saying something amusing with the car so you can show off some of the selling points. 3. Put up a video of one of Tiger’s golf-course sessions in which he cracks jokes and shows off his antics with a golf club and ball in front of an audience. 4. Give Tiger a Treo at a tournament during practice days and see what he comes up with. 5. Have Tiger throw a hissy fit with a waiter about his Spring water not being cold enough or someone not bringing him the right golfball. And that’s what I thought of just while I’m sitting here in two minutes.

Youtube is the new Google for searching video on a subject. If I’m going to go to the trouble, make it worth my time. Without the constraints and sensors of the networks, I expect videos on Youtube about the brands I am interested in to be compelling and engaging. How can you take the top athlete in the world and put me to sleep for thirty seconds???????? Jeesh.

Reader Comments

Jason

November 14, 2006 12:06 AM

Okay first of all... your review is about a big of yawn as the Buick ad itself.


Second, it would have been nice for you to include a link to said video. Sure it took me all of two minutes to find it but I'm sure it would have taken you all of one minute to link to it since you already had the URL (http://www.youtube.com/watch?v=jgh7sFZ_5YU)

Third... if Buick is trying to be hip they already missed the boat. YouTube is already well on its way to becoming passé the same way MySpace is.

And last, no one under 40 actually thinks Tiger Woods is cool unless they are some Big Consulting Company clone. So you (with your better version) and Buick missed the point because it isn't even the right audience. YouTube is primarily used (I would guess in the high 90's) by teens and twentysomethings. It would be like Apple advertising their latest iPod on that churchy channel which has the same nun on non-stop.

The net result, they look like a bunch of fools.

P.S. Stripping general HTML formatting capabilities from your comment system is inane.

David's Inside Voice

November 14, 2006 2:08 AM

David, this is your brain -- STOP READING AUTOBLOG! IT WILL ROT YOUR BRAIN!

Clyde Smith

November 14, 2006 2:55 AM

You hated it so much you couldn't link to it?

In fact, I would have liked links to the coverage at Detroit News and Autoblog but I'm weird like that.

Kiley

November 14, 2006 3:52 PM

you got it. I updated the links.

Clyde Smith

November 14, 2006 4:54 PM

Thanks for the updated links.

I hadn't heard about this video till I saw your post but I'm getting increasingly annoyed with these corporate fakes.

I guess I'll just have to get over that.

darryl

November 14, 2006 7:09 PM

I believe that youtube (or at least the medium) will have an interesting place in word of mouth marketing - but like all other things, you need to be authentic and real. You can't bullsh*t in today's transparent world (at least not for long) Marketers have to get it that the point of this stuff is that it isn't staged or scripted.

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News, opinions, inflammatory meanderings and occasional ravings about the world of advertising, marketing and media. By marketing editor Burt Helm, Innovation Editor Helen Walters, and senior correspondent Michael Arndt.

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