AICE Wants To Help Avoid the Skip
October 11, 2017 by Screenmag
When delegates arrived at the ANA Masters of Marketing Conference last Wednesday, they found an oversized postcard in their delegate bag. On one side was the familiar, if ominous, message: the Skip Ad ► prompt. On the back, they found a web address:
The site, postcards and a short video were all developed by AICE, the post production trade association. Last year at the conference they distributed a transparent postcard that called into question many of the claims agencies have made about in-house production and post. Turned out to be a bit prescient: two months later, the in-house issue exploded when the United States Department of Justice began issuing subpoenas.
This year, AICE decided to take a different approach by emphasizing talent and creativity. The short film dramatizes the glaring disparity between what in-house production and post can do for brands, versus what they’ll get from independent companies. Its message is simple: want to avoid the dreaded ‘skip ad’ button? Then think twice when your agency takes a brilliant concept and says, ‘Don’t worry, we can handle it in house.’