Warning: this post contains spoilers for the RuPaul’s Drag Race 12th season finale.
The final episode for RuPaul’s Drag Race is usually filmed live, in a theater full of people. Obviously, 2020’s finale viewers would not see that. So, the production had to think about alternative ways for the 12th season, instead of the traditional lip sync battle, face to face, between the finalists.
The episode was divided into three moments: first, they dubbed the same song, at the same time and in close-up, during a video call.
Second, each drag chose a song to present, using the costumes they wanted to use, with backgrounds as good as they could make them selves.
Finally, they lip sync in front of the same scenario, provided by the show’s production team, assembled by the competitors at their own homes.
In times of social isolation, the program has adapted to the “new normal” interaction formats that became familiar, such as video calls. They invented a new phase for the finale episode, where each participant sets their own stages – with that, it was also possible to see the personality of each drag queen expressed in the background – a new different medium, in addition to makeup and looks. And it ended with a battle in which they all had exactly the same scenographic resources, so that the focus was on performance.
Why is this important?
As this pandemic progresses, more we risk having repetitive advertising. Yes, many brands have made very good and exciting ads without being able to open camera and rent big studios and crews, I know. But some were so good that they soon began to get imitated – and will continue to be.
The consumer has already gotten used to advertisement with home videos, all made with type text or with photo montages – but there may come a time when all the advertisement communication one person sees all day will look the same. And, from what we are seeing with the disease numbers here in Brazil, unfortunately, social distance will need to continue for a long time.
Another good reference is this clip from Glass Animals. “Dreamland” was filmed during social isolation: Dave Bayley, the lead singer and guitarist for the band, received packages with all the equipment, sets and instructions to assemble everything and make the entire clip in his own home, alone.
Another example: the video for “Go Up” (Cassius, Pharrell, Cat Power), which is not even recent, is all done by patching images taken from video libraries:
My point is that, even with limited resources, there is a lot of different things possible to do. And this is the time for us advertisers to inspire our brands in this sense, so that we have campaigns that are safe and yet still manage to be bold and inspiring.
I feel it’s important that what is currently produced reinforces social distance. This shows the audience how serious the pandemic is, we give the example even if the message is not about that, only with the already assimilated more “home-made” aesthetic.
But, in the timelines of the quarantine days, a brand competes for the attention of its consumer against much more than just their competitor: they need to be more interesting than posts from friends, memes, series, newspapers, lives, recipes, yoga classes and dance challenges.
The size and cost of daring, right now, will depend on the complexity of your idea. But there are many, many talented visual artists in Brazil who are dying to get an authorial project with a brand – and you can contact all of them with one click on Instagram. And there is a whole bunch of people who have experience in production, creativity and good equipment at home – and who can also help to plan and assemble structures like the ones I mentioned in the RuPaul’s Drag Race finale, sent to the participants.
There are many ways to do something different, even with all the restrictions. But the most important thing is that the final result is enjoyable for those watching. And advertisers sometimes forget about that, right?
The time has come for the catchphrases “content is king” and “thinking outside the box” finally get off the paper. Good luck and don’t f*ck it up.
tradicionalmente 