Are brand anthem/manifesto films (that don’t feature celebrities/influencers) relevant anymore? Why or why not? And if so, where do they fit in the world/media landscape?

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Agency responds to an RFP, uses a brand anthem they’ve patched together using stock footage and bits of video plucked from social media to set the tone.

Client falls in love with it instead of the other concepts they’ve pitched, and now the agency’s stuck producing it.

A director is then stuck bringing it to life, recreating each frame the agency can’t get the rights to.

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They never served any purpose.

They are, by definition, a company talking to itself.

They are the least creative thing a creative can do, or a client can buy.

The only people who benefit from Manifesto films are the people who right stock music Philip Glass rip-offs on their keyboards.
:

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they can, as a super bowl spot, if done well. otherwise, no. they have zero place in a modern media world. if you have to explain your idea, it’s a shitty idea.

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I think they’ll come back eventually. They were effective and refreshing pieces of communication at one point but for now they are just disposable marketing air. Can’t remember the last brand manifesto spot I saw that didn’t feel stupid, dated, irrelevant, self serving, and ... flat out boring.

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Yes. Sometimes they are simple and short

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that’s called a headline.

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Canadians still talk about the I Am Canadian spot that ran...15 years ago?

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I’m still jealous of the work Taxi did on Viagra vs what was done in the US.

We call those RIPs, and they’re only useful during pitches.

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