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….
Of course, they all look at him like he’s nuts.
Our favorite bit was when he told the prospective personal trainer that he expected to own “the rights to all the different training methods” that the trainer taught him — on spec…