Which I don't understand. All their stuff has such a hipster aesthetic. I'm not knocking the hipster aesthetic (I don't like it, but that's a whole different conversation), but it's certainly not an everyman aesthetic, which I would think one would want for an advertisement which is supposed to appeal to a wide audience. I'm sure other industries have put a ton of research into this and I assume this is why people in most ads are so ultra-generic. So, why go with these guys? Path of least resistance? Do people in SF not realize that the rest of the country is not like them? Do they think the rest of the country wants to be like them? This isn't snark, but genuine curiosity.
1. These guys have produced numerous videos for businesses that have gone viral and spread to millions of people. That's not to say that others can't do the same thing -- just that these guys have a history of success, which suggests that not possessing an "everyman" aesthetic may not be such a bad thing.
2. Most companies that use Sandwich for their videos are early stage startups looking for early adopters. Lots of early adopters work in tech and live in the Bay Area. So at this stage, making a video that would appeal to this niche of people makes perfect sense.
"It's easy to think that the ads are designed to draw in the demo shown in the ads, but that's not the way advertising works, and consequently that's not how America works. If you're watching it, it's for you. These ads play heavy during late and late late night talk shows: the target is boring middle aged white people. Blackberry isn't targeting gays and limber blondes, it's pretending they are already on board so you don't feel like a dork without a touch screen."
