Image courtesy of Jaec
Have you encountered a flashmob yet? Chances are, if you live and/or work in a big city, you've come across one. If not, you've almost certainly seen their antics on the news and on sites like YouTube. And like anything innovative and original, what was once a great idea is now something that's being copied ad nauseum by advertising, marketing and PR agencies around the world.
Well I'm sorry to say it, but flashmobs are starting to become combat pants. They were cool for a while, but when everyone including your gran starts wearing them, they're done.
Flashmobs aren't all that new. The first ones appeared in May of 2003, the brainchild of Bill Wasik (Sr. Editor of Harper's Magazine). The idea of hundreds of people suddenly bursting into a dance routine, well, it had only ever happened in musicals like Grease and Mary Poppins (Step In Time, Step In Time...oh, and thanks Dick Van Dyke for the world's worst English accent ever). But to see it erupt around you, it was transformative and left a lasting impression.
Fast forward to 2011 and the flashmob is now a tactic that's being uttered by every Tom, Dick and marketing Harry. "How about some kind of cool stunt? Something different? A flashmob!"
Well, no. It was different, 8 years ago. Now it's just another predictable tool in the advertiser's arsenal. And like all pale imitations of the original, less thought, and less impact, is the result. Here's a recent one for PacSun, as reported by AdRants. Yes, it's full of semi-naked people, but it's still dull. Here's a link to a YouTube page featuring all sorts of flashmobs. Spot the brands,you'll see T-Mobile, Planet Hollywood, Glee, and even Air Canada.
Out-of-work actors across the country must be tired of their agents putting these things in front of them. What used to be something radical is now just another job, and they'd rather be doing VO work for diaper cream.
I think we all need to look at how these flashmobs are being used. It was original, once. Now, it needs to be reinvented, used with something that deserves it (maybe the launch of a new zombie flick from George A. Romero) or put on the back burner in favor of something more interesting. Until then, get ready for another summer of lunacy featuring your favorite flashmob troops.
I beg to disagree!
Did you see the hilarious ad by AT&T’s 4 G service? It aired last night on like channel 9… anyway, the gist is that a lonely guy starts dancing like a fool in a public square, drawing attention, and then he get’s a message that the “Flash Mob” started at a later date/time.” He slinks away sheepishly. Advertising their fast service.
I just recommended a Flash Mob type idea to a non-profit called Cool Girls Science and Art club where the girls could conduct science experiments interactively or simultaneously with girls in the same programs in other cities, states and countries. The director and a board member loved the idea!
Must be getting bad is out of work actors are turning down work!!
Must be getting bad if out of work actors are turning down the work