It’s really sad, in a hilarious kind of way, to see a lumbering, clueless, desperately unhip mega-globo-corp trying to be spry and cool and buzz-y. I refer to Time Warner’s Office Pirates. Imagine what would happen if a marketing and PR agency focus-grouped creative spontaneity, wild postadolescent testosterone, and cubicle rage -- this is what you’d end up with, an unintentionally funny combination of obliviousness, polite impoliteness, and carefully corralled rebelliousness.
The commentary, for instance, frets over such things as the injustices of open bars at work parties and Chinese food delivery guys who don’t have change. You can send in your own “hate” rants, too -- maybe I’ll submit one about how it’s always ME who has to put more paper in the copy machine! (Man, I hate that!) (And I shan’t go into the fact that the site doesn’t even understand how to use blogging terms -- Blogebrity’s already done that for me.)
I’m not sure what to make of Office Pirates’ “galleries” -- maybe Time Warner thinks this is like a Fark Photoshop contest, only without the mess of user input of any kind and all the messy freshness and authenticity that goes along with that -- but someone should tell them that it’s really hard to get funny captions out of stock photography, especially when it’s the same let’s-not-offend-anyone mindset going into the captions that went into the images.
More? The “user comments” sound invented, and the e-cards -- excuse me, “beating cards” -- look like some sort of reverse on the demotivational items from Despair, Inc..
Business Week’s media and advertising guy Jon Fine, my new he-gets-it geek boyfriend, says:
It's admirable for Time Inc. to try something this bizarre, so it's a drag that Office Pirates seems very version-1.0. The programming is wildly inconsistent. What's perverse for Time Inc. is not perverse for the Web, and so it lies between freer-form sharing sites like youtube and gnarlier programming plays such as heavy.com (which is also readying a community platform). Office Pirates plasters its offerings with its name and logo. But for such content to work, "it's got to be organic and be emanating from something that doesn't appear to be overly commercialized," warns Laura Desmond, CEO of media buying firm MediaVest USA.
Bingo. There’s nothing genuinely angry or fed up about Office Pirates, just the faux naughtiness of wondering what is running through the empty head of the hot intern.




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