Rhode Island is running a tourism campaign called ‘Cooler and Warmer’ so Havas PR (cue trouble) was commissioned to make a film using stock footage (cue more trouble). Havas roped in small local agency IndieWhip to put it all together. Which they did with the insertion of a skateboarding scene filmed in, er, Iceland.
It duly ran to the horror of the state’s governor, with the result that the CMO was fired and Havas and the agency had to give back quite a lot a lot of money. IndieWhip says it was never supposed to run with that footage but they’re having to make a new ad for free anyway.
The film somehow or other cost $450,000 to make, as part of a $5m campaign.
Even without the Iceland howler it’s still crap. Apropos our earlier story of media agency MEC going into the content business with Wavemaker this is what often happens. A PR agency in this case wins a creative assignment and just puts the brief, in all its glory, on screen.
And what’s the gondolier up to? In Rhode Island?
If you’ve decided to spend the money get a proper bloody agency.