WE MADE THIS SO WE WILL NEVER MAKE SOMETHING LIKE THIS.
THIS IS A GENERIC TRILOGY
When ideas get watered down, you can end up with an ad that feels… a little familiar. In 2014, Dissolve asked to make one of Kendra’s pieces on McSweeney’s Internet Tendency into a video to cleverly showcase their stock footage. This Is A Generic Brand Video pointed out the tropes you can’t get away from in advertising, while Dissolve’s diverse array of stock footage gave the piece a polish that made it almost - almost - indistinguishable from the real thing. The video took off, gathering mentions in Buzzfeed, Time, Fast Company, Ad Age, and Creative Review.
With three Vimeo Staff Picks, two Shorty Awards, over 2.5 million views collectively, and a consistent presence in brand strategists’ internal presentations of what NOT to do (or so we hear), the videos also generate real results for Dissolve, including increased sign-ups, sales, and inquiries from agencies with each release.
In 2017, And/Or completed the trilogy with This Is A Generic Millennial Ad, a biting tribute to all those brands trying to reach the next generation and a creative warning of what you might want to avoid in the next brief. People were quick to notice the similarities between the spot and millennial marketing, with mentions from Ad Age, Fast Co, CNET, and The Verge.