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.

line_3pxline_3px

The collaboration continued with This Is A Generic Presidential Campaign Ad, just in time for the 2016 primaries. The video was picked up by The Washington Post and The Hill, and seemed to be one of the few things that appealed to both a Republican and Democrat sense of humor.

THIS IS GENERIC PRESIDENTIAL CAMPAIGN AD

line_3pxline_3px

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.

THIS IS GENERIC MILLENNIAL AD

line_3pxline_3px

This Is a Generic Brand Video 
Writer: Kendra Eash
Brand Director, Dissolve: Jon Parker
Creative Director, Dissolve: Sheldon Popiel
Editor/Designer Dissolve: Drew Ng-How-Tseung
Voice Over: Dallas McClain

This Is A Generic Presidential Campaign Ad 
Writer: Kendra Eash
Brand Director, Dissolve: Jon Parker
Creative Director, Dissolve: Sheldon Popiel
Editor/Designer Dissolve: Drew Ng-How-Tseung
Voice Over: Bobby Butler

 

This Is a Generic Millennial Ad 
Executive Creative Director: Kelli Miller
Writer /Creative Director: Kendra Eash
Executive Producer/Director: Nika Offenbac
Editor: Nate Buchik
Design and Animation: Olga Povarchuk, Larisa Martin
Producer: Meredith Alloway
Sound Design: Nice Manners
Voice Over: Jonathan Hanst
Brand Director, Dissolve: Jon Parker
Creative Director, Dissolve: Sheldon Popiel

 

[unex_ce_button id="content_9qw7ry398" button_text_color="#000000" button_font="bold" button_font_size="20px" button_width="auto" button_alignment="center" button_text_spacing="2px" button_bg_color="#f0f0f0" button_padding="15px 60px 15px 60px" button_border_width="5px" button_border_color="#000000" button_border_radius="0px" button_text_hover_color="#f0f0f0" button_text_spacing_hover="2px" button_bg_hover_color="#000000" button_border_hover_color="#000000" button_link="http://www.and-or.co/work/trutv-rebrand/" button_link_type="url" button_link_target="_self" has_container="1" in_column=""]ANOTHER ONE[/ce_button]