Above Average: A History of Branded Content
Above Average wanted a campaign that humorously challenged perceptions of branded content's history. The client needed to showcase their unique comedic voice and expertise in creating engaging, satirical content. The goal was to entertain a media-savvy audience and reinforce Above Average's position as a leading digital comedy and branded content partner, demonstrating their creative prowess in this evolving space.
Creative Idea
Above Average created a satirical mockumentary reimagining history as branded content.
Above Average created a satirical comedy video that humorously reimagines famous historical artworks and moments as early examples of branded content marketing. The creative idea is to present a mockumentary-style narrative that playfully suggests branded content has existed throughout history, using comedic exaggeration to entertain and highlight the evolution of marketing strategies.
Creative Strategy Deconstructed
Company
Backed by Broadway Video’s SNL legacy, Above Average possesses a high-caliber comedy pedigree and a roster of professional talent. They are masters of the 'digital short' format, blending high-quality production with internet-ready humor.
Category
Media companies often produce dry, self-congratulatory case studies or overly earnest 'thought leadership' about the future of advertising. They typically treat the term 'branded content' with clinical, corporate importance.
Customer
Marketers and audiences are exhausted by buzzword-heavy jargon and the forced 'authenticity' of modern advertising. They crave entertainment that acknowledges the industry's absurdity while proving the brand's creative capability.
Culture
In 2015, 'branded content' was the industry's biggest buzzword, often met with skepticism by audiences. There was a rising trend of meta-humor and self-aware marketing that mocked its own existence.
Company
Backed by Broadway Video’s SNL legacy, Above Average possesses a high-caliber comedy pedigree and a roster of professional talent. They are masters of the 'digital short' format, blending high-quality production with internet-ready humor.
Category
Media companies often produce dry, self-congratulatory case studies or overly earnest 'thought leadership' about the future of advertising. They typically treat the term 'branded content' with clinical, corporate importance.
Strategy:
Satirize the industry's self-important branded content obsession to prove Above Average is the ultimate master of the craft.
Customer
Marketers and audiences are exhausted by buzzword-heavy jargon and the forced 'authenticity' of modern advertising. They crave entertainment that acknowledges the industry's absurdity while proving the brand's creative capability.
Culture
In 2015, 'branded content' was the industry's biggest buzzword, often met with skepticism by audiences. There was a rising trend of meta-humor and self-aware marketing that mocked its own existence.
Strategy:
Satirize the industry's self-important branded content obsession to prove Above Average is the ultimate master of the craft.
Strategy Technique
Exaggerate to Reveal the Truth
The campaign exaggerates branded content's historical presence to humorously challenge perceptions. This reveals the pervasive, evolving nature of marketing strategies.
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Creative Technique
Spacetime Warp
This campaign humorously applies the modern concept of branded content to historical artworks and moments. The comedic effect stems from this anachronistic juxtaposition, creating an absurd 'history'.
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