"WTF is that? A short-film or a commercial?"

I've discussed the power of online distribution and the imperative for artists to start thinking about embedding ads and product placement within their films in order to finance their projects. And I've mentioned how product placement doesn't have to detract from an artist's work or the entertainment value to the audience. In the end, product placement (in all its forms) is probably the only way to take advantage of inevitable piracy, i.e., more and more people will be downloading media content for free, and there will come a time soon where you'll want people to steal your movie. Because the more people who watch it for free, means there are that many more people seeing the "embedded" advertisement.

Some might argue there's a danger that the "movie" will eventually become indistinguishable from the "advertisement"--that a feature-length flick filled with product placement and embedded ads supplants the filmed entertainment itself. I'm pretty convinced, however, that the marketplace can smell a rat, and where the entertainment value is so diluted that the flick is just an excuse to show "ads" then people will stop watching. The same can be said already of highly derivative Hollywood movies that simply emulate previous successes to cash in on a fad: the audience knows it's a "fake" and usually turns away. But we also know that commercials can, in and of themselves, be absolutely entertaining and highly creative. There are festivals that celebrate the creative brilliance and entertainment value of the best ads in the world. The line between entertainment and advertisement gets blurred. Which is a long lead-up to my introduction of this most curious and captivating new organism that has just arrived on the Nitwitnet.

The chain of Canadian convenience stores, Mac's, has commissioned a whole bunch of bizarre but undeniably entertaining short comedy films from Toronto's Bos Ad Agency to market its orange slush-drink, which apparently comes in size WTF, OMGWTF and AUNTSMGWTF (I don't get the last one yet either). There's a whole bunch of these shorts online, and they're threatening to go viral. And I think these ads are also an example of how filmmakers can use advertisers to make their movies, just as easily as advertisers can use filmmakers to make their ads. The conflation of the two worlds has already taken place in mainstream media (e.g., it ain't a coincidence that all of Michael Bay's Transformers were GM vehicles--kaching!). And I firmly believe the next logical step is for independent artists to take advantage of the same product placement techniques, probably by approaching micro-businesses as much as the mega-companies. Hey, you might not be able to convince Coke give you a million bucks for some prominent product placement in your online videos, but if you've demonstrated that your little movies can get an audience (and soon your "large" movies too as bandwidth and screens grow), then there's no reason that smaller local businesses shouldn't want to take advantage of the audience you do get. Hey, the world will now know the Mac's brand, thanks to these WTF videos. Because that goofy Canadian convenience store is about to become a star on the world-stage. You'll have to check out the full line-up of Mac's WTF videos over here.

EDIT: In the course of an hour, I notice YouTube has already taken at least one WTF video down for being too racy. Oh come on! The lesbians in Mr. Tree were fully clothed!! Sigh. But you can still view Mr. Tree over at Milk and Cookies instead. Fuck you too YouTube. YouTube's reaction seems a bit homophobic, or at least a bit harmless-soft-porn-o-phobic to me.