Emma Brincat – 23rd November 2011
Being the Audience at The Mad Bad Ad Show
Recently, for the first time ever, I went to watch a programme being filmed for the BBC. The event spurred upon me quite suddenly and I had no idea what so ever what I was getting myself into. I was just rather excited about it. I attended the first episode filming for The Mad Bad Ad Show featuring Micky Flanagan, Mark Watson, Holly Walsh and Kate Stanners (Managing Partner at Saatchi & Saatchi).
I then realised that I was the audience, but honestly I was, and it was more of a task than anything else. It wasn’t the most insightful or intelligent realisation, but it kicked in anyway. I felt like we’d reversed into the 50s-70s and were totally passive, and having to work for our reward. It felt weird to be the audience and know it, as though my name was ‘consumer.’ I never went and picked up a bag of Haribo or a Sharpie pen and thought ‘yes, I am definitely this product’s audience.’ In today’s society when we’re given so many experiences and engagement platforms to feel like we have some so called power over the brand, it becomes quite strange when you’re being told what to do again.
There was this constant nagging where we would be told to laugh, clap or press our voting pads. This was repeated several times, and what’s more ironic is that people did not mind this concept of being told what to do. They were placed back in the past, having to work for their entertainment. This brings me back to a clip I viewed on TED the other day by Charlie Todd. It was based on Improv, and the shared experience of absurdity. People are more accepting of things, which don’t fit the norm when they can share that experience. As ‘sophisticated’ as we’ve become we are sharers, be it through opinion forums or social content. When we were told to laugh, as fake as it was, the experience was actually enhanced because each individual felt a bit nitwitted at first, but it became something mutual and shared once everyone reacted in the same manner.
So, I believe that it’s so important to create a platform for our audience to connect because it puts them at ease with the environment they’re playing in and what they’re playing with.
