It all started with this text exchange between myself and an equally snarky former colleague, who happens to share my appreciation for audacious branded content.
What began as a game turned into a passion project, which turned into an investigation, and the results yielded a video with an entirely different message than the one I intended to create.
I’ll start by regurgitating something I posted on Facebook when I originally shared the finished product. After the #SCOTUS decision, I was pretty appalled out by all the ways companies were using symbols of LGBT pride in order to promote their products.
You can’t just stick rainbow sunglasses on Colonel Sanders and pretend he is a symbol of love & acceptance.
Within the first few hours of the Supreme Court’s decision to legalize gay marriage, ad agencies started lining up their clients’ products in ROYGIBIV order. Because nothing says equality like a row of multicolored binder clips.
The bigwigs over at Twitter HQ were pretty impressed, because they produced not one but TWO infographics illustrating the volume of tweets created from #LoveWins, and a subsequent blog post broke down Corporate America’s “witty” and “heartfelt” celebrations of equality. Since the hashtag was producing up to 36,000 tweets per minute, it wasn’t long before I seeing the same branded social post over and over, advertising Smart Cars and Doritos and Ugg Boots…