Details on this one are a little fuzzy, but here’s what we know: AOL planned on unveiling a $10 million marketing campaign this week that was to include a TV commercial. That commercial had been styled by June Ambrose, the star of VH1’s Styled by June and a stylist to stars including Mary J. Blige and Mariah Carey. She was bringing in elements of the “Mo Money Mo Problems” music video that she worked on in the 90s. Namely, according to Ad Age, the commercial was going to feature people dancing around an AOL logo and some sort of shiny outfits that looked like the ones Mase and Diddy wore. Ad Age has a photo that was on Ambrose’s Instagram account, but when we took a quick look, we didn’t see it.
Internal issues have apparently derailed the campaign, pushing it to 2013. AOL CEO Tim Armstrong took a deep interest in the commercial, going so far as to attend the auditions for the dancers for the ad. Jolie Hunt, the company’s chief marketing officer, didn’t like the way the ad was going. Armstrong came up with the idea for a big marketing splash late last year, setting a deadline for this month, The Wall Street Journal reports. Separately, Hunt is leaving the company after only joining in July.
All that insider-y stuff aside, it is a curious thing when a company makes an abrupt left turn on a $10 million investment. AOL has been in financial trouble these past couple of years, struggling to keep up with tech companies like Facebook and Google. The change could be another byproduct of a company in flux.
Or it could be the result of “too many cooks in the kitchen.” On this we’d like to toss out a warning to everyone working in the business world: Gathering opinions and insight from multiple sources is a good thing. But involving a ton of people on a project can do more harm than good, becoming an impediment to the decision making process. A select person (or persons) has to be in charge in order for things to move forward.
All that aside, I would like to see what this commercial would look like. It could either be brilliant or lame beyond belief.