Firebrand R.I.P.

By Media Biz Buzz Archives
Cover image for  article: Firebrand R.I.P.

Back in January, JackMyers Report profiled the folks at Firebrand. We were among those who found their premise compelling: create a library of the best thirty-second commercials, and treat them as content. After all, everyone from Martin Scorsese to Wes Anderson, Michele Gondry to Spike Lee now works in the medium, even as they make feature films. It was a solid concept and the execution was clean and elegant. But in a down economy, they weren't able to provide an immediate pathway to profitability.

AdWeek reported yesterday that they were closing down shop. Its coverage included several quotes from an unrepentant co-founder and chief creative officer, Roman Vinoly: "Isn't it proven every Super Bowl and on lots of Web sites where people go? Isn't it proven by being one of the largest categories uploaded to YouTube? Is it that difficult to conceive that great creative created by great artists with all the money in the world could be compelling to consumers even though it's trying to sell a product?" Vinoly also added: "I still believe that people have a relationship to brands that contribute to their identity as people, the same way someone is a Yankees or Mets fan, they're an Adidas of Nike fan." He has a point.

The last Firebrand TV show  will air on ION this Friday night. It was a great effort.

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