People in other industries don’t provide their would-be clients with “spec work” for free. That would be asinine. So, why do advertising agencies continue to do it?
It’s not a new question. (This Adweek story from August was just the latest assessment of a practice that goes back decades.) But Toronto agency Zulu Alpha Kilo really illustrates just how ludicrous it is—in the great video below, in which a guy approaches real men and women (not actors) in other businesses and asks them to provide him with a product or service for free, to see if he likes it before committing to more.
Zulu made the video for Strategy magazine’s annual Agency of the Year event on Wednesday night, where a number of agencies presented comic videos. But despite the humorous approach, the topic is a serious one for Zulu.