"This may include any of the following: Scams made to win awards. They pretend to run. PR stunts that didn't happen. All talk, no walk. Spec work made by bored creatives who are unaffiliated with the brand. CGI experiential and OOH that only exists for social. Single-site experiential and OOH. Anything short of a national campaign is blasphemy right? Creative mockups made before the real campaign runs."
"The devil makes work for idle thumbs. Out of work creative directors keep making spec ads for brands they don't work on. Is it to stay sharp? Because they'll explode if an idea stays in their head? Do they keep chasing that dopamine hit? Aussie creative Tom Birts makes a lot of spec ads, and one in particular caught fire recently, propelling Birts into the center of the 'easyJetFakeGate' that rocked Marketing Twitter"
Fake ads encompass scams made to win awards, PR stunts that never ran, spec work by unaffiliated creatives, CGI experiential and OOH made only for social, single-site experiential work, pre-launch creative mockups, metaverse claims, fake-click digital ads, branded content consumed only by creators, and scammers posing as brands. Many creators produce spec work to stay sharp, release ideas, or chase attention and dopamine. Spec work can gain traction on LinkedIn and social platforms, sometimes igniting controversies such as the easyJet-related 'easyJetFakeGate' centered on a spec ad by Aussie creative Tom Birts.
Read at The Drum
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