Connect
To Top

How Roomba killed Dubstep

It’s so sad to see that like clock work the latest YouTube sensation makes its way into multiple TV commercials in no time flat these days.  The latest case study comes to us via Dubstepping and its unofficial front man Marquese Scott. Six months ago Marquese posted the viral sensation ‘PUMPED UP KICKS|DUBSTEP‘ which was the general publics first major exposure to Dubstepping and it racked up over 45 million views and counting. From this video you started to see the predictable death and corruption through commercials from Peugeot and Coca-Cola before finally being shamed and killed by Roomba. I have respect for the first commercial in the series of Dubstep exploitations which came from Peugeot which respected the original material keeping the video around 4 minutes and kept their branding to a minimum opting instead for more product placement (see video 2 below). The next ad came from Coca-Cola who shortened the length to 30 seconds, added a group of other dancers who are ethnically diverse and add a more high-end polish to the look of the video (see video 3 below).The death rattle for Dubstep came from the latest commercial from Roomba which is painfully horrible on pretty much every level (see video 4 below). The production value that Coca-cola brought to the table was a young group of dancer in the Coke ad have been replaced by a more age and career diverse group of dancers who compared to Marquese look like the rejects from the auditions of FOX’s ‘So You Think You Can Dance’. This Roomba spot is pure exploitation of a trend and extinguishes any of the cache Dubstep has left.  Viewed as a series you can clearly see the 6 month life cycle of Dubstep from its birth, rise, commercialization and fall like so many before it. It would be so refreshing to see client’s who demand that these trends are started by the incredibly creative people in ad agencies instead of just subjugating them to become nothing more than a Xerox machine for the exploitation other people’s creativity.

1 – How it all started with PUMPED UP KICKS|DUBSTEP

2 – Peugeot stayed true to the original material keeping to somewhat subtle branding

3 – Coke shorten the format to 30 seconds and gave it a more polished look

4 – The death rattle of Dubstep from this horrible Roomba commercial

You must be logged in to post a comment Login

Leave a Reply

More in Branding

Creative Director, Designer, Brand Builder, Speaker, Podcaster, Crazy One. As a designer, I have 20+ years experience creating the strategy, concepts, and designs for award-winning integrated global advertising campaigns, building multiple global Fortune 500 brands and creating innovative digital experiences. As a leader, I have 15+ years transforming agency and client-side teams using a mix of creativity, business strategy, process and political skill to create innovative, world-class work and cultures that change industries and companies. My clients have included American Airlines, W Hotels, Disney, Citi, ExxonMobil, Acura, Old Navy, Nationwide Insurance, Verizon, Subaru and many others. My work has received over 150 international awards, my app designs have been named as one of the World’s 100 Greatest Apps, Apple has featured my work in 9 keynotes, 4 TV commercials and more.

Follow Me On Instagram

 Spent the morning with @the_chris_buck new book Uneasy which is a fantastic look at the work of one of the most creative people I know. Get your copy at chrisbuckuneasy.com #chrisbuck #photography #photographer #portraitphotography #portrait #portraits  Some days I feel like I should wear this @huckgee armor to work. #huckgee #urbanvinyl #mech #armor #toy #kidrobot #dunny  If you listen to The #CrazyOne podcast you have @lukewessman to thank for it. He gave me the push to finally launch it and it was one of the best decisions I've ever made. He is a constant inspiration, someone who makes me want to be a better man and I always feel lucky to count him as one of my friends. Thanks for the support brother. #crazyones #lukewessman #tattooartist #lag #crazyone  @nychos under scaffolding in Haight Ashbury #streetart #streetartist #nychos #streetartofficial #streetartsf  Thanks to @adobe and Bryan Lamkin for having me speak at #adobetechsummit this morning about creativity, leadership and Design Thinking! #adobe #adobetechsummit2017
 FYI - it's pronounced 'art' not 'toy'. These @huckgee pieces are hand made and can take up to a year to produce. #huckgee #robotech #mech #robot #urbanvinyl  Happy Valentines Day to @thechiclibrary - love of my life fierce and true. #chic #nyfw #fashion #love  Because of Snowmaggeddon in NYC I'm having to do my meetings from home today and apparently everyone thinks they are a Creative Director in this house. #pug #pugsofinstagram #design #creativedirector #puglife #designer #dogismycopilot  @huckgee amazing work in progress #urbanvinyl #huckgeeskullhead #huckgee  I'll never get tired of coming here. Like a kid on Xmas morning every time. #apple #infiniteloop
 Got a vintage @huckgee Skullleader as a new addition to the collection #urbanvinyl #huckgee #mech #robotech #robot  @thechiclibrary in full effect at New York Fashion week for the photographers tonight in @ika_editions @blackscale and @tomford #nyfw #newyorkfashionweek  Forgot to mention I got to see @huckgee new Skullhead mech work in progress which I think is one of the best pieces he has ever done. I already put in dibs on at least one. #huckgee #huckgeeskullhead #urbanvinyl  All work and no play make Steve a dull boy so loved the chance to grab some time to catching up with @huckgee at his studio today #huckgee #huckgeeskullhead #urbanvinyl  One more @pichiavo Bowery wall detail #streetart #streetartist #streetartofficial #pichiavo #pichiavograffiti #streetartnyc #nyc #bowerywall

Copyright © 2015 Stephen Gates