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We have all seen the "Un-skippable ads" from Geico. Last year's awkward family meal where the ad had already finished was incredibly insightful. It's simplicity and new way of thinking is completely out of the ordinary and very admirable as it may seem to be ahead of it's time.

So, how does an agency top that?

The Martin Agency has come up with a new ad that I am sure you have already seen, the "Fast Forward ad". While watching these fairly out of this world videos you start off by seeing a reasonably regular scenery. The ad fast forward to something completely unexpected. It drives the questions "what happened in between?" and "what the ...?". It may seem that to increase PPC (Pay per click) they have given the option to "Click to see what happened" for the viewer to get the entire story. The ad is technically skipped but the option to see the entire ad is given, unlike the "Unskippable ad". The way they get the viewer engaged into this ad is a very unexpected way of having the consumer want to engage with the brand to see more. If anything, this is a very new way of advertising for an insurance company.

As admirable and as insightful these campaigns are, the question I was left with after seeing yet another "Un-skippable" or "Fast Forward" ad is where is this driving us? When is a campaign still a campaign? What sort of advertisement will we be seeing in the future?

For a while it seemed like advertising was unstoppable and would be everywhere with the Guerrilla campaigns popping up everywhere, alas these seem to have calmed down. Will this type of advertisement merely become a trend and die down and we all move on to a different type of advertisement? In many ways I see the marketing business to be rather similar to the fashion industry. Different styles go in and out of fashion, much like we have seen recently with the 90's fashion (that we all would like to disappear rather quickly, please). 

Now some months later I am surprised that other brands haven't jumped on this idea or done anything similar. Maybe it was just a one off.


*This post was originally posted on March 8th, 2016 but edited again in July*



YouTubers publishing books - and they are amazing at it!


YouTubers publishing books - and they are amazing at it!

You might not have noticed but YouTubers can apparently write! (Kinda..)

The new craze for 2015 seems to be YouTubers publishing books. Even though I am heavily doubting that they have written these books all by them selves I still admire them for doing something different from video blogs and sketches. Mostly these books let the viewers get a closer look into the YouTubers life and history such as Zoella (Or Zoe Sugg) with Girl Online (2014) or Shane Dawson's I hate myselfie (2015). It has been reported that Zoella has earned more on her book Girl Online than J.K Rowling has. In what relation that is to I am unsure of, if it is for first week selling or in total. It only illustrates how the timing was right for publishers to do this. YouTube is being more and more looked at as a career option and those who do this for a living seem to emerge into several types of media. TV, movie directors, radio, designers, experts at special effects, cooks, actors, stylists and make up artists and of course books. It is interesting how this has become an alternative for creatives to get jobs, and they are being well payed. Currently the Swedish YouTuber PewDiePie, Felix Kjellberg is the most popular YouTuber with 35 million subscribers earning him an estimate of £2.4 million yearly. Not bad.

Here is a list of YouTubers that have or are going to be publishing books:

Dan & Phil (Danisnotonfire, AmazingPhil) - The Amazing Book is Not on Fire (Oct 2015)

Zoe Sugg (Zoella) - Girl Online  (Nov 2014)

                           - Girl Online 2 (Nov 2015)

Alfie Deyes (Pointlessblog) - The Pointless book (Sept 2014)

                                        - The Pointless Book 2 (Mar 2015)

Joey Graceffa - In Real Life: My Journey to a Pixelated World (May 2015)

Miranda Sings - Selp Helf (Jul 2015)

Connor Franta - A Work in Progress (Apr 2015)

Joe Sugg (ThatcherJoe) - Untitled (Sept 2015)

Shane Dawson - I Hate myselfie ( Mar 2015)

Hannah Hart (MyHarto) - My Drunk Kitchen: A Guide to Eating, Drinking, and Going with Your Gut (Aug 2014)

This might just be around half of the YouTubers who have or are going to release books this year. Is this the Draw my life paper edition? Some have expressed frustration on this topic online. Is it unfair as there are so many struggling authors out there trying to have their books published? While the YouTubers where probably approached by the publisher. Yet, one can argue that YouTubers work hard too and have many opinions and experiences they wish to express to their audience in any form of media. We could also argue that we should not limit ourselves to one form of creativity. It seems this is an attempt to get people who are online - offline and into books again, and to be hones, it is brilliant and working! Having someone who already has a huge audience ready to follow and support their idol is not the worst marketing and business idea anyone has had in the past few years. Two of the publishers who have taken this approach and have the most YouTubers on board are Simon & Schuster UK and Penguin. Well Done!


(Image source: google / Shane Dawson book cover "I hate myselfie")