There is a running debate in the ad industry (agencies and announcers alike) on whether ad agencies should allow the posting of ads that were initially made for TV only, on Internet sites. For example, yours truly, AdKrispies: I'm often posting TV ads of various announcers for your enjoyment, as (among other blogs of my type) I know the general public and agencies alike appreciate the artistic and communicational intelligences of these ads, and thus appreciate them being shared publicly.

But as I'm doing this, the following also happens:

- I become a new media channel for these ads. Let's say I'm displaying a recently-produced TV ad for a fictive company, Moca-Cola, then Moca-Cola gets some free advertising on a media channel they didn't pay for.

- This causes many media placement obligations to be infringed, among others this one: the agencies usually negociate actors appearing in ads depending on complex calculations, but basically withstanding reach (how many people see the ad) and frequency (how many times they see it). While you cannot control the internet posting of TV ads, there is no way to say how many additional times an ad will be seen, other than its original TV use. This means that the actors appearing in the ads you view on places like here are not being paid as per contract definition.

- The fact that Moca-Cola gets a free additional media channel means good news for their product placement and brand, yet somewhere, ad agencies lose money (oh I know, boo-hoo-hoo) for work they should normally be paid to do - media placement. But of course, they shut up because the client is happy.

So, as Moca-Cola's commercial is being featured on web sites, the following happens: instead of going even with their 1 million$ total placement/production costs on canadian TV...

- They now get maybe twice or three times much viewers than their originally intended TV viewership,
- They get viewed in countries they never expected to reach,
- They pay peanuts to the production house, actors and agencies for their now worldwide success,
- Are winning over incredible word-of-mouth for their new product/ad.

So this brings the interesting question(s):

Do you think viral video will eventually kill media placement in television?

As announcers, should we be happy that viral video is a phenomenon that actually helps propel our work forward, or should we find a way to control internet propagation to the keep cost/revenue ratio balanced?

Please post your opinions and comments freely. In any language you like.

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Some of you might already have seen it, some others not, but here it is anyway - the dreamy and luscious commercial for Orange Sport, indeed featuring what I'd call delicious and flavourful frames of mind.

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From french agency Euro RSCG, this Peugeot 206 ad demonstrates in a subtle metaphor how silent its motors can be when faced to the dangers of automotive intolerance.

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An excellent series of ads for the Sécurité Routière, a french association dedicated to safety on the road. A great job from Lowe Paris. (Thanks Coolz0r!)

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From Ogilvy Belgium, this Exit Shoes campaign features smashing art direction, and weird-but-strangely-compelling storytelling. The copy reads "they'll find the way out". Interesting. I like ads which, while being very clear communicatively speaking (can I really say "communicatively"?), do bring enough absurdity and grotesque to generate an irresistible want for scrutiny from the viewer. And it's the case with these: you can't do anything but stop and try to complete the story behind these. Maybe except that third one. (Thanks, CoolZ0r!)

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They want you to believe that the thing is actually born from jets...but...THAT'S IMPOSSIBLE ! (Thanks, AdArena!)

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"See everything 15 times bigger", said the little copy. Nice flash from TBWA Paris. I should've bought them to help this post. (Thanks, Ads Of The World!)

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