07 Apr “This Ain’t Flint” creator responds to critics
In the past several days Ottawa has started to see a demonic looking doll plastered on a hot pink backdrop inviting people to visit a website called “This Ain’t Flint.” Teaser ad for a horror movie? Nope. This is the video that appears when you load up ThisAintFlint.com:
Ottawa-based political writer Audra Williams’ scathing blog post tipped me off to the campaign. In fact, her post “This ain’t Flint! It also ain’t a good campaign!” rakes the creative, content and delivery over the coals. Summing it up as, “This is some of the most cringe-inducing writing I have seen in a while. It’s self-conscious and self-congratulatory at the same time”.
I visited the website, quickly discovered the only message was: Ottawa is “somewhat insulated” from the recession. The campaign and website are the work of Alphabet Creative and Newcap radio. My hunch was the end goal is selling radio ads.
I wanted to be certain. So, I contacted the Ottawa advertising agency responsible for “This Ain’t Flint” to get their perspective. Tony Lyons, creative director of Alphabet, graciously answered a few questions about the campaign:
Question: What are the overall objectives of the “This Ain’t Flint” campaign for Alphabet Creative?
Answer: The impetus of the campaign comes from a basic frustration we feel exists amongst a lot of local businesses. Although we are clearly in a recession, there’s no denying it, the level of doom portrayed by the media is not commensurate with the actual level of contraction locally.
“Locally” is the key word here. We are incredibly fortunate to live in a community that is somewhat insulated from all this. Not entirely, but somewhat. Our objective, as a communications firm, is to show that we can move a message using a proven media formula, outdoor and radio advertising, delivered in a unique way. That’s it. Pretty straightforward really.
Q: It’s a co-branded campaign with Newcap Radio (and both of their Ottawa stations); is the intention to sell radio ads?
A: Ultimately we are using the tools available to us to move a message. In this case, it’s a simple message about forming your own opinion and gaining a deeper understanding of the reality of the situation. If we can drive business for ourselves, then great! I don’t think there’s anything wrong with that.
Q: Are you worried this ad might offend those in Ottawa who are hurting because of the economic downturn?
A: Worried is not the right term. We don’t intend to offend anyone and I don’t think the campaign could be seen to be in any way offensive, except maybe to doll enthusiasts. But if people are experiencing difficulty, then they need to realize that we are actually on their side, by trying to change attitudes and to move the needle in a positive direction. It is a bit of an experiment, but we felt someone had to do it and I don’t see anyone else stepping up to the plate.
Q: The campaign’s first bit of online media is a scathing review by a local Ottawa writer. She suggests this campaign is “some of the most cringe-inducing writing I have seen in a while. It’s self-conscious and self-congratulatory at the same time.” How do you respond to criticism that the campaign isn’t effective?
A: The campaign’s hard launch was on Sunday, April 5th. It was preceded by six days of a teaser campaign. Today is Tuesday, April 7th. I know we live in the world of Tweets and instant messaging, but by any measurable standards it’s way too early to judge effectiveness. Subjective criticism is fine; we expect that, and we’re fine with it. The cardinal sin of advertising, and indeed any communications campaign, is to try and be everything to everyone; we definitely didn’t do this. A lot of people will really like what we’re doing, some people won’t care at al,l and some people will absolutely hate it. Some people absolutely hate advertising, period. That’s what we do. I suppose the writer in question falls into the latter category, we sincerely appreciate the time she spent with us. The risk of insult is the price of clarity.
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Even after the Q&A with the agency, I’ll admit, I still don’t really get it. Am I being obtuse? I can’t help but wonder what people in Flint will think. Please take a moment to let me know your thoughts in the comments or on Twitter (@iancapstick).
(Full disclosure: I appear weekly on the Live 88.5 political panel. Live 88.5 is owed by Newcap Radio.)
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The Bystander | This Ain’t Effective Viral Marketing (April 7th, 2009 at 2:20pm)
[...] Capstick has blogged about this as well and his entry includes an interview with Alphabet’s creative director Tony [...]
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“This Ain’t Flint”: This ain’t a campaign, but it ain’t social media at work, either. | that damn redhead (April 13th, 2009 at 2:59am)
[...] firm owner, decided to send the creator of the campaign, Tony Lyons of Alphabet Creative, a few questions. Question: What are the overall objectives of the “This Ain’t Flint” campaign for Alphabet [...]
The thing is, he says they aren’t trying to be everything to everyone but it kind of feels like they are. Poorly maintained Twitter feed and Facebook group? That SMACKS of doing something because it’s the hip thing to do.
But what the interview doesn’t address is the absolutely terrible quality of the writing and presentation that Williams talks about.
Lastly, saying “I suppose the writer in question falls into the latter category” in a paragraph that starts with “the cardinal sin of advertising, and indeed any communications campaign…” seems really, really dumb. Isn’t making assumptions about your audience also a cardinal sin? I don’t think Williams hates any and all advertising as Lyons suggests. I just think she hates shitty advertising with no (obvious) point.
Anyway, good on Lyons for taking the time to respond. But, like you, I still don’t get it. And I don’t think he addressed the issues Williams raised in her post.
I feel like Homer Simpson after watching the Mr. Sparkle infomercial.
“That didn’t explain anything!”
What are you selling and why should I buy it?
I love how they accuse Audra Williams, owner of a communications company, of hating the website because she must hate all advertising. Period.
I still don’t get it and the campaign seems insulting to other cities that are suffering more than Ottawa.
Im creating a group on facebook called This Is Earth…cheezy yeah, but a place to post stuff about this silly campaign.
I’ve emailed Micheal Moore. Seriously. LOL.
Arguments structured around comparisons or scales of relativity only work in broader contexts when a more complete picture is painted. The approach taken here fails because it offers a quite simplistic, naive understanding of economics and it doesn’t address the ways in which Ottawans *have* been affected by the recession. It also seems to attack the sentiments of whiny Ottawans preoccupied with the recession, but this is a phenomenon I have yet to experience. In the end, it is an effective viral ad because it got people to talk about it, but as I argue in my blog entry on The Bystander, is its effectiveness of any value if people see beyond their lame website and end up not buying their ad services? It’s not something that can easily be verified, either. The only source would be from the involved companies, and I’m sure they will be eager to associate any contracts they acquire after this website launch with This Ain’t Flint in order to say “oh yeah, that viral advertising campaign, it really worked out well for us. Aren’t we like, awesome.”
Oh Please… a cheap shot – period!
I’m by no means a media analyst, but I do have a background in economics and it’s from that perspective that I’d like to say that the message of the viral ad isn’t entirely without merit. Individuals’ consumption habits are absolutely affected by media reports of the economy. Taking a moment to reflect that one’s lifestyle really hasn’t changed all that much over the past year is an excellent way of maintaining one’s perspective amidst all the doom and gloom filling our airwaves. It’s also a reminder that we’re a bit luckier than most and may even prove to be the impetus one needs to lend a hand to those less fortunate.
If the aim is to engage local businesses to advertise on local radio stations in an effort to encourage local residents to frequent those places, I’m not seeing the problem with the campaign. You media analysts can deconstruct the method through which the message is delivered, and by all means, do so! It’s your realm. From an economist’s standpoint, it is a message that is rarely heard in difficult economic times and I’m grateful someone is making the attempt.
I live two minutes outside of Flint city limits. This ad campaign makes me sick. Frankly, if people from Flint saw this, most of them would think Canadians (especially those who created this terrible campaign) were self-righteous, self-centered people with superiority complexes.
They didn’t set out to offend anyone? Apparently we don’t have feelings in Flint, either.
First, taking footage they claim is how Flint was in 1989 to reflect Flint’s misfortune seems dumb. It’s 20 years ago and Flint has CHANGED a LOT since then. My girlfriend grew up in Flint city limits. She was 12 in 1989. She doesn’t recall the “selling rats” campaign. She’s never seen a rat either. If there were more rats than people wouldn’t she have seen at least one? She also used to play outside with the neighborhood kids. Her area of Flint wasn’t bustling with crime, so it was safe to be outside without too much parental supervision. She could ride her bike without fear of seeing the things that video claims were happening in Flint.
Second, that supposed welfare line they show in the video (the people they claim were lining up for government cheese) is shown as Saginaw Street. According to my mother in law, who has lived in Flint since she was around 5 years old, the place where you got the government cheese wasn’t even ON Saginaw Street. For all we know those people could be watching a parade or lining up for something else!
Furthermore, the video is a grossly inaccurate portrayal of Flint (especially today). PLUS they admit to plagiarizing from Michael Moore. Seriously, Michael Moore only focused on the bad part of Flint, and the goal of his movie was supposed to show how the town was devastated by the loss of GM. We’ve moved on since then!
It’s really not all that bad anymore. Yes, Flint is suffering as is ALL of Michigan and the world. There are some areas we don’t go to in Flint because they are bad areas (and we don’t need to go there anyway). It’s for the same reasons why I didn’t go to the bad areas of Toledo, Ohio (where I’m originally from) or bad areas of any other metropolitan area I’ve visited.
Flint has some really nice suburbs (Fenton, Grand Blanc, Linden, Burton, Davison, etc.). Heck, Grand Blanc is the home of the Buick Open and people from around the world travel here for PGA events. None of these people who live here are afraid to go into Flint. I’m not afraid to go into Flint. I’ve been there many many times!
The downtown area of Flint is being revitalized. New, fancy lofts are being built downtown and there are swanky shops signing up for building space. U of M – Flint has been built since 1989 and it is the second largest U of M campus in Michigan. It’s brought a lot of good to Flint and many jobs, too. They are also building dorms onto the school. More and more people are signing up to go to school here. So, why would they do that if it was such a bad city?
This entire campaign makes fun of Flint and the people who live in the city. I’m not in love with the city (moreso Genessee County in general — but that’s due to personal issues), but it’s unfair of these advertisers and this radio company to make fun of the area and the people in it. I didn’t know it was okay to profit off the misfortune of others.
In conclusion, Ottawa isn’t perfect. These advertisers need to stop pointing out what they claim are the flaws of others and work on their own flaws; in particular their plagiarizing, self-superior, haughty ways. It makes all Canadians look bad, and frankly, makes me not want to visit such a city as Ottawa for fear of contaminating the city with my supposed ‘Flint filth’!
Aaaaand the youtube video is down.
@ Dominick: Don’t worry, this video was done by a crazy insensitive person. You probably aren’t likely to encounter anyone here who thinks that way.
This is a crappy ad campaign by Alphabet Creative. Talk about negative people! What a bunch of malarkey they are spewing out about Flint, Michigan.
I have nothing but respect and affection for Canada, Ontario and Ottawa. It is a wonderful country, an admirable province and a fine city. But where do they get off trashing a neighboring city? I live in Flint. Flint has its challenges but it is a fine place to live and they are swallowing cartoon images whole and regurgitating them back just to make themselves feel better.
What an un-Canadian thing to do!
They spit on their neighbor so they can feel superior. What a shabby, shameful tactic.
Flint does have its challenges and issues, you are right Michael. They are taking it to a whole other level though. The entire campaign is to say…hey we don’t suck like Flint so buy radio ads and quit yer whining! How is that not offensive to Flint? I think of all the people who are struggling in this city and have to wonder how they’d feel to know people in Canada are trashing them and the city where they live. I know a lot of people from Flint who dog on the city themselves (often jokingly), but these people also have such pride from being from Flint that when they’ve heard about this campaign they’ve been highly offended.
Oh great. Is this going to get us in some deep shit? Thanks, Alphabet Marketing.
More reaction from Flint:
http://www.dailykos.com/storyonly/2009/4/10/718762/-Ottawa-Spits-on-Flint
“She does not like our ads so she must hate advertising”
Classic.
Yes, I’m afraid this will do nothing to help relations with our neighbors to the north. I live in Flint and can say EVERYONE in our city is deeply insulted. I also work in advertising and know that Attention at any cost is hurtful to your client when done in this manner. You NEVER make your self look good by shitting on the other guy. It is a sure way to alieniate your viewer, as why would anyone buy from you when you are obviously a terrible business to carry on in this way.
An apology to Flint is certainly in order. Business in Ottawa should boycott this radio station and ad agency. Lastly to the good people of Ottawa that have spoken up regarding this repunguant act by a very few jerks, We thank you and welcome your lasting friendship.
yeah, what good is flint or michigan. we only perfected the automobile. sure the business is in some trouble now, but where the hell would it be if it wasnt for people like ford or durant. those canadians would probably still be riding horses.
“I don’t think the campaign could be seen to be in any way offensive, except maybe to doll enthusiasts.”
This guy is so out of touch with reality that it’s a little frightening. It’s also clear that he’s never taken a single PR class in his life.
I’m originally from Flint and currently live in one of its suburbs. I’ve been struggling as to whether or not I should even tackle this on my blog for various reasons. But I wanted to thank you for being so critical of this campaign and so open. I just followed you on Twitter (I’m @damnredhead) and I’m glad I found such a great mind same field but sorry it took something like this to make it happen.
i love ottawa
I wrote a song about Flint called “Flint City Cooler.”It may be heard at myspace.com/carlglover1.
I live in Ottawa and I think this campaign is rediculous. Unless we live there and have been through it, we have no say. Ottawa has its very own ‘bad’ areas some just around the corner from Parliament. In every place you go you’ll find good and bad… why is Flint being ridiculed? It’s just another wasteful use of money. Put the money towards something useful next time.