iPhone 'Spec Spot' Casting Call

[MacRumors]

A Craigslist posting has drawn some attention as a casting call for an iPhone ad.

The ad is described as an "spec spot", however, with low or no pay. As a result, it likely represents an independent project, not sponsored by Apple itself.

The casting call asks for "people of diverse ethnic backgrounds discussing different functions and attributes of the unreleased phone in their native tongue while participating in everyday activities."

[calculus]

Originally Posted by Macrumors

As a result, it likely represents an independent project, not sponsored by Apple itself.

I imagine that the numerous typos also indicate this.

[Macnoviz]

I'm no native English speaker, so forgive me for asking: what's a spec spot?

[notsofatjames]

im no native american. whats craigslist?? ive heard of it, but never really could work out what it was.

[brianbobcat]

Craigslist is like a big help wanted website like Monster.com. As for a spec spot, I think that's a new term, but my GUESS is that they'd discuss the features of the phone, like visual voicemail, Safari, Yahoo! push, ect especially since they ask for people who would use the phone's different functions.

I'm interested to see what comes of this, but most definitely doesn't sound like an apple thing.

-Brian

[uNext]

Wow you would think that a commercial requesting ethnicity, will have
slots open for hispanics specially in new york city.

I guess we are not marketable, i was ready to apply 2 ;(

[DTphonehome]

No way this is real Apple. Anyway, "Hassidic Men" speak Yiddish, not Hebrew. And the request that the "2 young black men" be in "80's-style hip hop" clothes is pretty insulting and stereotypical.

[Armsreach]

Spec spot means that it is not for final production, but rather a creation to be shown as spec for final approval. This is typical in advertising, when several ideas are still being considered. While I don't believe this is Apple for other reaons, the fact that it is a spec spot isn't an indicator that it is not them.

(Though it is possible that this is being produced by a firm that Apple may possibly work with, and they're doing a spec spot top pitch to Apple execs or perhaps have been contracted by tbwa\chiat\day.)

[crees!]

Originally Posted by Macrumors

As a result, it likely represents an independent project, not sponsored by Apple itself. (hence, independent)

Thanks for clarifying what an independent project is.

[twoodcc]

it's probably not from apple.....but i guess it's better than nothing

[Hummer]

Sounds like a good commercial idea though.

[macnews]

I dont' see any true ad agency posting such a listing on craigslist given all the mistakes. As such, I highly doubt this is through any official channel involved with Apple. The only way I could see that happening is if there is some young, naive intern who was trying to help out and use "new media" to gain some cheap labor and look good to their boss, not understanding the sterotyping is going to get them, and any official agency, in more trouble than it is worth.

[jettredmont]

Originally Posted by Macnoviz

I'm no native English speaker, so forgive me for asking: what's a spec spot?

Can't speak directly to advertising, but a "spec script" is when someone completely unrelated to the production writes a script using the style and characters of the series to show off their talents. Spec scripts are never intended to get someone hired on the series they are spec'd for, but as a way to use familiar characters and settings to show a writer's creativity and ability to work with well-defined characters.

For instance, one might write a "House" spec script and send it around. That script will never, ever, be produced for House (they have their own, well-paid cadre of writers to do that); it is used to show how well a writer can operate within the confines of a medical procedural. The goal of the spec script is to get the writer a spot "on staff" in some other series' writing room.

So, my translation of a "spec spot" is that this is someone putting together a commercial to show how well they can do a commercial, and using a well-known product so that the commercial has some level of familiarity to work from. This isn't a "trick", but an industry norm: potential hirers need to know not just how well you can introduce a new product (similar to introducing a new character for a series writer) but, much more importantly, how you work with an established brand. That's the vast majority of the job. Not sure how common it is to actually produce the spec spot, though.


[All I know about spec scripts comes from "Sam and Jim Go To Hollywood", an immensely entertaining podcast even if, as I, you never intend to write a script for a TV show or sell your pilot to ABC then "settle" for writing for Stephen King on The Dead Zone and an upcoming series ...]

[poopooplatter]

Originally Posted by Armsreach

Spec spot means that it is not for final production, but rather a creation to be shown as spec for final approval. This is typical in advertising, when several ideas are still being considered. While I don't believe this is Apple for other reaons, the fact that it is a spec spot isn't an indicator that it is not them.

(Though it is possible that this is being produced by a firm that Apple may possibly work with, and they're doing a spec spot top pitch to Apple execs or perhaps have been contracted by tbwa\chiat\day.)

Wrong. A "spec spot" is an tv ad made without any cooperation/input from the company/product being advertised. They are usually made by people in advertising/trying to get into advertising -- for the purpose of building a portfolio (or "book") of the work they are capable of. Or in the case of broadcast advertising, for building a "reel".

Sometimes the "spec spot" is created with the intention of being presented to the company/product (i.e. Budweiser's "Wassssup?" spots, which were created "on spec", but were eventually used by Bud), but 99.9% of the time are used for job hunting.

Spec = speculation. This ad has nothing to do with Apple.

[TheSlush]

1.) The nature of this spot sounds very un-Applelike. Rather, it sounds somewhat documentary style, or fly-on-the-wall style. Apple has never used "real" people talking about product attributes before.

2.) Neither Apple nor its ad agency TBWA\Chiat\Day would ever use craigslist as a means of recruiting talent. Apple's approach to marketing has never been that guerilla/grass roots. (Now, Google, on the other hand, I could see trying something as irreverent as this.)

[poopooplatter]

Originally Posted by jettredmont

Not sure how common it is to actually produce the spec spot, though.

A "spec spot" by definition has been produced, otherwise it would just be a script -- otherwise, you're spot on. But, there are different levels of production, ranging from spec spots shot on DV using your buddies, to spec spots shot on film using a professional production team and actors.

[iMikeT]

This is definitely an independent project. Working in the industry myself, I should know.

What this is is some guys who are getting together to create a professional or semi-professional looking material for their reel. What they will do is use this footage as a part of their resume for future work.

I don't even know why this is even made Page 2.

[actionslacks]

This is not news. It's no different than if I put an add on Craigs List saying I was building a spec iMac.

Fine, I'm building a spec iMac.

[killmoms]

Originally Posted by TheSlush

Apple has never used "real" people talking about product attributes before.

I guess someone's never heard of the "Switch" campaign before.

And yes, the Switch spots starred regular people, not actors.

[MBPchef]

Originally Posted by actionslacks

This is not news. It's no different than if I put an add on Craigs List saying I was building a spec iMac.

Fine, I'm building a spec iMac.

No one said anything about building anything...

[Rod Rod]

Originally Posted by poopooplatter

Wrong. A "spec spot" is an tv ad made without any cooperation/input from the company/product being advertised. They are usually made by people in advertising/trying to get into advertising -- for the purpose of building a portfolio (or "book") of the work they are capable of. Or in the case of broadcast advertising, for building a "reel".

Sometimes the "spec spot" is created with the intention of being presented to the company/product (i.e. Budweiser's "Wassssup?" spots, which were created "on spec", but were eventually used by Bud), but 99.9% of the time are used for job hunting.

Spec = speculation. This ad has nothing to do with Apple.

Spec in this context means speculative.

All of the successful TV commercials created on spec which I know about have one thing in common: they're not product specific. By successful I mean they've actually aired.

The project posted on CL isn't going anywhere near Apple. Even Cingular / the new at&t has higher standards than having people talking about a specific product. They talk about the service and don't get into particulars about handsets' features.

[SeaFox]

Originally Posted by Macnoviz

__________________
I look forward to killing Zune soon

You should rewrite that as "I look forward to killing you Zune" </evil>

[dgoss]

I have made specs and "traditionally" made ads while in advertising on the production end.

Typically (non-spec) it's this: Ad agency has idea, brings it to selected directors (two-four of them) and their respective production companies. They (usually) competitively bid against each other and the pick is paid to actually produce the spot. There is no spec anything in this. You are chosen based on (1) your previous work (2) their response to a series of conference calls and (3) usually a written breakdown of how you'd approach the spot (treatment) and a budget for the cost from the director's company. This is all done on the agency --> prodco level until there is a chosen director and then it is okay'd by client before awarding project.

poopooplatter is pretty dead-on -

A "spec spot" is an tv ad made without any cooperation/input from the company/product being advertised. They are usually made by people in advertising/trying to get into advertising.

One sign of a bad spec is that they are almost always for Coke, Nike, Apple or some other iconic brand such as Porsche. Sexy stuff but the decent specs are more often for unknown brands, i.e., a carpet cleaning service. It is the idea that makes it great, not the glow of the brand. Without knowing and trying not to be unfair, a spec for Apple advertised on CL is probably going to be very useless as a spec to help someone get into or further along in directing or advertising in general. And the better specs are made in conjunction with or with some unofficial help from creatives (the creative team at the agency tasked with generating these ideas) who do work / have worked on the actual brand the spec is being made "for". The creatives have dozens of ideas that were stillborn or otherwise killed along the long road to getting made and many of these creatives would love to be able to have the idea on their reels - so long as they are made well enough to pass for broadcast. If they feel spec in almost any way (well, in any way) they usually hurt the reel more than not if this is to help someone established. A bit more latituded is given to first-timers ("beduting" directors) but probably just 10%. So the agency guys fish for directors (usually able to already display talent but very early on in career and recently signed with production company, or a former agency creative hoping to move to production) to produce them (and get it paid for by either the director and/or her/his company). The specs that are done totally bandito style are also usually especially painful because they lack the insight into the brand that the creatives have eating and sleeping that stuff 24/7 and making the ads you do actually see. They feel very fake.

Finally, the Budweiser Whatsup! wasn't presented to Bud as a finished spec from an aspiring commercial director. Anheuser-Busch's agency at the time (DDB Chicago) saw the short film True and ultimately a CD (creative director) at DDB took the idea as a whole and pitched it to Bud. They (DDB) then hired the kid who made it (Charles Stone) to redo it (with a lot of backup, I'm sure) and therefore launched his commercial directing career. Stone didn't make it as a Bud spec to show to them - the original film had only the dialog "true" over and over in virtually the exact same setups as in the final 1st TV ad. And that is also usually the only time an advertising agency will take any "risk" at all in this area - they have to see that you've already done their story. The closer you get (literally) the more likely they can take the massive leap of hiring you for their client their terified of losing. There are many more examples of this, having the agency "lift" an idea in an almost identical manner, hire the same people, and brand it. There is a huge Coke ad that came from a Japanese music video quite literally (using same director) and then our guys Chiat lifted the Postal Service video concept for the Intel Mac launch and got the same director to remake it for their client Apple. But that's been covered here already.

That was painfully long, sorry.

[Chrismcfall]

For some reason this is reminding me of (US)The Apprentice when they were doing adverts for the Dove face wash? God those were terrible adverts.

[Luigi239]

Hmm, it looks like the add is down...