Somewhere along the way in the development of the recent stunt in which Jimmy Kimmel and his team staged a fake twerk scene somebody forgot to shoot down the idea and defend the voice of the show.
But wait, I thought it was the most brilliant fake video content of all time, right? Wrong, because there can be no brilliant fake video content. Why? Because the wonderfulness of YouTube and all this consumer content is seeing real scenes of silliness or sorrow or hilarity or disaster. The reveal that the video is a fake ALWAYS makes the content less than it was. The video is awesome when it was real in our minds and less than awesome when it was revealed to be fake. The job of the comedian is to make things more than they are not less. Upon seeing the reveal we feel deflated not pumped.
Also, the ham-fisted reveal felt off-voice for Kimmel. Dumber maybe? Normally we’d expect Kimmel to have on the girl who caught on fire if the video was real and he’d help her get it right this time. That I’d like to see.
Filed under: Communication Strategy, content Strategy, Long Form Video, television | Tagged: Communication Strategy, conspiracy media group, Content Strategy, Jimmy Kimmel, social marketing, Twerk Fail | Leave a comment »