Video Description: When I saw Google had somehow forgotten to include any ads in their Project Glass promotional video I just couldn’t resist fixing that little oversight for them. So less then 24 hours after Google released their video I remixed and uploaded my own slightly more realistic version of the augmented reality glasses – now featuring contextual Google Ads for your life!
Of course I’m exaggerating a bit here for visual effect to mimic the modern web browsing experience. Google will probably not be this obvious with their interface but there’s no question the company will be gathering massive amounts of extremely sensitive personal data based on what you look at and for how long. The company may use this data to build detailed consumer profiles and/or sell über targeted ads. Because let’s face it, Google really is just a massive advertising company at heart.
For the record: All of the AdWords used are actual Google ad returns found via Google searches based on the dialog, situation or setting in the original Google video. Yes “Music, Stop!” does actually return an ad asking if you’d like to listen to music.
Google really can’t be too annoyed at this remix because after all I’m just putting Google Ads overtop of a Google video on Google’s owned video hosting service. Still I should point out that they have not yet accepted my video response request on YouTube.
Further Reading: Back in February 2012 Sebastian Anthony wrote about the then-rumored Google glasses on Extreme Tech saying - “Remember, Google is ultimately an advertising company, where eyeballs directly translate into money — and it’s hard to get any closer to your eyes than a pair of augmented reality glasses. When you look at a car dealership, Google will be able to display ads from a competitor. When you sit in front of a computer, or TV, or stare through a shop window, the glasses will be able to track your head movements and report back on the efficacy of display ads. Perhaps most excitingly, when you read a newspaper or book or other static medium, Google could even overlay its own, interactive ads.”
Fair Use Notice:
This transformative remix work constitutes a fair use of any copyrighted material as provided for in section 107 of the US copyright law. “ADmented Reality” was remixed by Jonathan McIntosh and is licensed under a Creative Commons BY-NC-SA 3.0 License permitting non-commercial sharing and remixing with attribution.
I first began recording and remixing TV commercials back in 2003 as a response to the US lead invasion of Iraq. At the time I’d only seen a small handful of what are now commonly referred to as video mashups. I certainly had no idea that what I was doing on my computer was part of a long underground remix video tradition which can be traced back to almost the very beginning of moving picture technology.
Over the past few years I’ve seen a number of great remix video collections but none that really focus on the dynamic pre-youtube history of the genre and none that include the obvious intersections with fannish vidding traditions (which date back to at least the mid 1970s). While my collection is not meant to be a complete genealogy, I do believe the works I chose are representative of the subversive remix video genre over the past 60 plus years.
For the purposes of creating this history I used five essential criteria to decide if a transformative video work fit into the political remix genre.
Works appropriate mass media audiovisual source material without permission from copyright holders, and rely on the fair use doctrine (or fair dealing in the UK).
Works comment on, deconstruct, or challenge media narratives, dominant myths, social norms, and traditional power structures—they can be either sympathetic to or antagonistic to their pop culture sources, sometimes both at the same time.
Works transform the original messages embedded in the source material, as well as the source material itself.
Works are intended for general audiences or do-it-yourself (DIY) communities rather than academic or high-art audiences, and thus tend to use familiar mass media formats such as trailers, television ads, music videos, and news segments as vehicles for the transformed messages.
Works are DIY productions and rely on grassroots distribution methods such as VHS tape duplicating circles, underground screenings, and, eventually, self-hosted Web sites. Since its launch in November 2005 many subversive video makers now put their works on YouTube.
Below I’ve embedded the YouTube playlist I put together including all 30 remixes from my article. I’ll do my best to keep them all online and fight the inevitable tide of bogus content ID matching takedowns. Please make sure to check out the full TWC journal article for an overview of the subgenre and descriptions of each video in the collection.
New LEGO Friends mini-doll with LEGO Alien Defense Unit traditional style mini-figure
In January 2012 the LEGO Group released their “LEGO for girls” line called Friends which includes a series of pink pastel colored kits focused on the lives of 5 Polly Pocket style mini-dolls. In the TV commercials these mini-dolls bake cupcakes, go to the beauty shop and take care of pets. In contrast LEGO produces over a dozen themes marketed primarily to boys which feature aliens, cops and robbers, space battles, knights and pirates. The TV commercials for these LEGO lines focus on action, violence and combat based play scenarios.
A short remixed supercut made from 22 LEGO television commercials for 12 different LEGO themes released between 2009 and 2012. LEGO’s marketing aimed at boys has become progressively more aggressive and violent over and now focuses primarily on conflict and combat play scenarios.
So what happens when something in the would of LEGO Heartlake City catches on fire? Since there are no fire or medical services in the new “LEGO’s for girls” Friends theme I guess they’ll just have to call the boys to put it out. This is the kind of absurd situation that arise when toy companies perpetuate ridiculous gender stereotyping.
Since 2005 LEGO has produced 27 firefighter kits for their regular LEGO City theme which is marketed to boys. Those sets include a total of 51 mini-figures. Only 1 of them is female.