Sir Ken Robinson's TedTalk, Do schools kill creativity? had over 1.4MM views.
Randy Pausch's Last Lecture has had almost 12MM views...
and the JK Wedding Entrance Dance video has logged a mind-bending 54.6MM views.
The cost to produce these three videos combined probably doesn't add up to the craft service budget on a typical 30 second tv spot.
Oh yes, and the consumer, that guy and gal we're all trying desperately to reach -- they invited these videos into their lives, shared them, commented on them and in some cases, imitated them. Likely as they were Tivo'ing past your latest TV spot while they surfed the web on their laptop.
All of this to say, it's not about the budget folks.
Great content moves people. It touches people at their human core and that -- the ability to connect with human beings -- overcomes any and all budgetary deficits you might encounter in marketing today.
So the next time you're sitting down to write a creative brief or your evaluating your next campaign... think about this post. Then go create something that speaks to and not at your consumer. You might just be surprised at what happens next.
photo credit:_J_D_R_
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