Last Thursday, March 13, the final event of the PublicTV parody advertisement took place in Sõprus cinema, where the authors of the 10 best clips were invited. The jury, consisting of filmmaker, producer and R2 presenter Erik Moora, producer and filmmaker Sander Allikmäe, cross-media marketer and trainer Reigo Kimmel, PublicTV CEO Margus Tamm and Kahur Films creator Lauri Sarapuu, selected the best.

Award-winning places

• 1st place and 42-inch LED TV LG - Ice Mill, clip: "The raucous days of the basement shop".
• 2nd place and 32 inch LED TV LG - Andre Allese, clip: "Ylicool is ylicool".
• III place and Canon digital ixus 135 camera - Ludvig Leis, Kristjan Kingo, Martin Käärik, clip: "Hugo Toss".
• PublicTV special award and participation in one PublicTV advertising project as a full-fledged team member - Lasse Uustalu, clip: "Cheerleader vol1".
• People's favorite and Limo Voyage limousine party for eight - Ludvig Leis, Kristjan Kingo, Martin Käärik, clip: "Hugo Toss".

57 of the 67 works submitted qualified for the competition, which means that it was one of the largest online video competitions in Estonia.

In an earlier post I wrote, how to win the contest and Video Marketing Fan Page I pointed out the "Sõida Kaine Peaga" video, which received the highest score from me in the first evaluation round, which, thanks to sharing in the online media, received more than 21 thousand views and raised the question, is the video a parody at all? Or what is at all a parody?

httpv://www.youtube.com/watch?v=wq1tXcpOGus

At the request of PublicTV, I will give a longer evaluation of the competition, including recommendations and comments, which were also shared as the most "critical jury member" in the final competition. 

First of all, it's amazing how much the level of hobbyist videographers has risen in just a few years. The competition was a major part of what happened last year, while the video "Buy better quail eggs" that was barely among the best was made by a 12-year-old boy.

Some jury members appreciated more the technical side, another the content and the essence of the matter, the third appreciated the cross media, i.e. whether the cool parody has a step forward. For example, the winning work of the Keldripoe competition had a non-working link at the end of the video, "www.varstiteemekodulehe.vb", while the clip of "Ylikooli", which won second place, had a real TUT reception phone in the video.

Zürii was among the 24 videos preselected by PublicTV for review, and the final result was revealed only in the second evaluation round. No video was overwhelmingly better than the others, perhaps the difference between the finalists was relatively small.

Of the comments shared at the closing event, the suggestion that the videos could have been made shorter in many cases resonated the most. While it sometimes hurts videographers to leave out long-taken footage, it would have resulted in better results overall. For example, in the clip with one of the best jumps of the competition "In a healthy body lies a healthy spirit” in the clip, a few seconds could have been taken out of the final shots, the same from the running clips of “Hugo Tossu” between Tartu, etc.

Although parody advertising is a relatively broad concept, the jury still came to the understanding that one of the most important factors in parody is humor. At the same time, the joke must be related to the advertised product or service, because a humorous clip that is memorable, but could end with any product or service, does not work well in the advertising world.

Summary

Entering video contests is the best practice for hobby videographers. Even if the award was not received this time, video production always gives better experience and knowledge than any BFM theory lecture. In addition, the organizers promised that the jury members will have the opportunity for longer and more comprehensive comments next year.

In the case of good works, the best prize for hobby videographers is not a TV or a camera, but contacts with the makers of the film world, for example, several participants in the competition received an immediate job offer.