A big different between cultural artifacts from brand/advertising stuff is that it is permanent. But this is increasingly less so.
Above is a fresh take of the famous (in these parts of the world at least) of the Patterson bigfoot film that without fail I've seen in some form every year my entire life. It holds such cultural signifance it always maintains a permanent part of life around these parts.
Been thinking a lot lately how one of the mast amazing assets of the web is that when you create something great, it lives in perpetuity. Traditional advertising existed as long as the media buy ran. Traditional digital followed a similar flighting - the website would exist until business changes or technology necessitated replacing the old one, the banner ads floated about till the buy ran out. Brand who are doing interesting things are facing what to do with stuff you've created, that doesn't go away?
Subservient Chicken still floats about. And we're currently working on multiple software ideas for brands that once released, the incremental cost of keeping them available is nil. Though once made available the ability to erase every copy is nil. If you look at the Wopper Freakout films they will always be floating out there and appear periodically in searches. The brand baggage just got bigger.
Which is really good, if you are brand with conviction and long term vision. When recognizing that what you create today can live in perpetuity it actually helps you think longer term. And probably is paralyzing for some brands because you will freak out on the thought of this strategy/platform/idea will never go away. At least before we could end the TV buy and not get fired if you did something that sucked.
As with a lot of these evolving forces and consideration I hope if further forces brands to do great and interesting things. Not just throw crap out there and hope nobody notices because that's the easier stuff to sell up the ladder.
Yes? Maybe? Or not really?