I first found this online video waiting in my inbox just minutes after I returned from a meeting. Literally minutes before, I sat in a boardroom where my colleagues and I established something clear: in this day and age, big brands MUST be able to laugh at themselves, stop worrying about what people might say about them and relinquish control in favor of allowing consumers to connect with the brand on a more human level. The irony was too thick. Here was a prime example of exactly that notion at work. And it is that notion at work that makes this a successful piece, as its popularity indicates.
Kodak is a quintessential big, old, faceless brand. This video won’t change that fact. But it will go a long way to help change perceptions of that big, old, faceless brand. It’s easy to go on about what works with this piece: great opening tone, a timely twist, funny writing, schmaltzy supporting imagery, good casting-- a great execution all around. But without question, the best part of the video is Kodak’s success at admitting a few simple things: we know we’re a big old brand, we know we’ve made some dumb moves in the past and we know we need to catch up. Simply by admitting those things, consumers are much more likely to grant Kodak the credibility to make all those other grandiose promises, and with all kidding aside, actually begin to believe them.
-- Dave Clark, interactive creative director, Draft FCB I have to say that at first I was getting ready for a dull video-- then it picked up... and picked up... and picked up. Once the speaker started getting into his rhythm it became a fun video to watch. Personally I liked the message of the video. It's optimistic, relevant and shows that the company isn't afraid to make a little fun of themselves. The writing for the video was great, and the actor really took it to the next level with his off-the-wall antics. This video works for me because it is starting to show that Kodak isn't afraid to poke fun at itself while trying to be honest. I especially like the speaker's antics and the way he has really taken the writing to the next level. Over the course of the video, you can see his hair getting messed up and his attitude changing from stoic to exaggerated. It did seem to go on for a while though. I wonder if they could have cut down some of the story in order to keep someone with ADD like myself a little more tuned in. All in all, though, the video is great and a good example of a different take on Kodak as a brand, and a different way to portray the future of Kodak by referencing the past.
-- John Gilbert, studio director, Xylem Interactive 
