Case study videos. I could watch them all day long. They're my favorite form of media entertainment—apart from sitcoms starring Concord grapes, that is. These days, advertising case studies are so creative and well produced, they're often more enjoyable than the crappy campaigns they show off. And dammit, they deserve an award show of their own.
Which brings us to this spoof video from Rethink Communications introducing the Caseys, honoring excellence in advertising award show submissions. "Cannes, One Show, the Clios. These shows celebrate the very best in creativity," the voiceover begins. "But none of them celebrate what we do best as advertising professionals—the case study video."
Rethink's self-deprecating satire is right on target. Outlandish (but colorful!) infographics flash across the screen, along with footage of earnest, eager agency staffers dying to put some gold on their cold, empty mantlepieces back at home. "The countless hours of nit-picking and favors you've asked for will all be worth it," the narrator says, "because now, you can win an award for that thing that won you an award."
Some categories include Best Use of Making-Of Footage, Most Innovative Use of a Single Tweet, Most Impressive-Looking Numbers and Best Use of British—because a high-class English accent makes claims like 400 trillion campaign impressions seem plausible.
Hmm … are we sure this is parody?