So there’s been some buzz going around about Ogilvy Toronto’s newest effort for Dove.  An interactive choose-your-own-adventure microsite/webseries called Waking Up Hannah.  Now what I find interesting about this series isn’t necessarily the interactivity features (which are well integrated if somewhat superfluous) what I’m excited about is the fact that this is one of the first branded web series to adhere to TV quality production values.

And that’s what it’s all about ladies and gentlemen.  The genre of the Web series has thus far been relegated to low quality standards, cheap cameras, bad acting, poor narrative, dull storylines.  It all combined to give web series a bad reputation when it came to hunting down advertisers and sponsors.  Ogilvy’s Hannah series is game changer although I doubt few will recognize it.

Our mission all along has been to bring TV/film production values to the internet sphere.  It’s absolutely possible with today’s technology and know-how.  But more importantly it’s an absolute necessity if we hope to make the final leap from the dulldrums of the 30 second spot to something more engaging and effective in the online environment.

Once brands realize they have just as much potential to create entertaining content as good or better than Hollywood can output we’ll be in a totally new advertising dynamic. “Hannah” isn’t going to win any Emmy’s but it’s a significant step in the right direction.  Brands don’t have to wait for good shows to come along so they can slap an ad in the middle, they can make their own, but here’s the catch, it has to be entertaining first and foremost, it has to be well produced, and product integration has to be as clever as possible so as not to distract or confuse the viewer.

The screenwriter William Goldman advises, “Never underestimate the intelligence of your audience.” People know when they’re being patronized, people also know when they’ve found something that’s authentic and real to them.  I think as an industry we’ve got the patronizing part down pat, what we need to work on is the authenticity of the content. If they’re genuinely enjoying what they’re watching you can sell them anything you want.

- Evan