This weekend the nation (or at least those watching [UK] ITV1 at 7.55pm on Sunday 15 January) will see who online users have chosen as their favourite new TV advert for reed.co.uk.
People have been deciding over the past month between six shortlisted ads, all created by up-and-coming UK filmmakers.
The winning filmmaker will also receive a £10,000 cash prize and have the opportunity to work on future reed.co.uk projects with celebrated commercials and film director, Paul Weiland, whose team was behind the original ‘Love Mondays’ radio and outdoor campaign.
The campaign shows how voting on humorous crowd-sourced content, on a subject to which people can relate, can make for gratifying, low barrier-to-entry online participation. The bouncy design on the page bringing it all together works very well too.
Beyond the basic vote, online users can also connect and engage with the budding film directors through social media. Nick Bennett, creative director of Steel (the agency behind the campaign), said “It’s not just advertising. It’s social entertainment.”
Personally I’m rooting for Super Reed: