tv or not tv — a major caveat

Youtube is triggering a rush to post all things video up, “just to see what happens.”

Here’s the answer: Nothing is going to happen if the video is not remarkable.

Take a moment to read this Tom Hespos rant. While his focus is on Internet video advertising, his points are equally relevant in our realm as well:

Just because a video exists online doesn’t mean there should be an expectation that the video takes off virally like the next “All Your Base” or Jib Jab political spoof. Ads have to offer something of value before they’re passed back and forth in any volume….quite a few of my online advertising colleagues have mentioned to me lately that their clients’ expectations involve some sort of viral component, as if viral success is some sort of magic pixie dust that agencies can sprinkle on creative to make it infectious.