“3.) You can enter as many ads as you want, but each ad must be limited to one developer. You can feature multiple products from that developer if you wish, but you can only feature one developer per ad.”

The rule states that ads must be limited to products from one developer, not one publisher. BBC Worldwide is the publisher on Doctor Who, but LOOT was the developer. Since Bill’s ad uses products created by only one developer (Sunset Yacht and Doctor Who were both developed for Home by LOOT), his ad is not disqualified.

Part of the challenge of this contest is to give the community the same obstacles developers face when creating product ads for Home. Hence why we included two Home ads near the top of the article (from Digital Leisure and Lockwood) for people to study, and I included three more Home ads in response to River’s inquiry on this topic. In each instance, the Home ads created by developers are limited solely to that developer’s products, plus default clothing and the Basic Apartment if needed. The non-Home ads were included, as stated, for people to study the visual vocabulary that went into creating them (since they’re noted as successful ad campaigns).

Keep in mind that if you’ve already shot something without paying attention to the rules, there’s nothing stopping you from completing that work. It just won’t be a valid entry for this contest. That’s all. It’s not like it won’t be a good machinima on its own merits.

As it pertains to this contest, however, there’s no justifiable reason to change the contest rules just to make life more convenient for someone who created a product that doesn’t adhere to them. Particularly since all HSM filmmakers received an internal brief on the contest in development prior to the formal announcement, and that internal e-mail explicitly states, “Our upcoming machinima contest will focus on creating a fake advertisement for a Home developer of your choosing. You can create multiple ads if you wish, but only one developer may be featured per ad. However, you can showcase multiple products from that developer in the same ad, if you wish.”

You were still a part of HSM at that time, Keara. You got that e-mail. As did every other HSM filmmaker. Two entries so far have been received which conform to the rules. How do I justify changing the rules, mid-contest, just for you?

(Before anyone tries to jump down my throat about HSM team members receiving an internal brief — and thus a potential head start — on the contest before the public announcement: remember that HSM filmmakers and non-HSM filmmakers aren’t competing against each other in this contest. There are separate prizes for each group.)

The problem isn’t with the contest. The problem is with people who rushed off the starting line in the wrong direction and now expect the tail to wag the dog. Doesn’t happen here. Sue has already publicly indicated she started down the wrong path and is now working on something new. We encourage you to do the same if you want to have a valid contest entry.

Reshoots and pickup shots are part of a filmmaker’s life, just as editing and revision are part of a writer’s life. You know this. Yes, it’s time consuming, and yes, it can be a headache, but that’s the nature of the beast. The question is whether to take your marbles and walk away, or rise to the challenge. If you chose to invest a bunch of money into various virtual goods for filming purposes (something which is not required by this contest), then why not create a series of small, individual ads featuring just those goods? Turn the challenge into an opportunity.

Simple, memorable message, simple production. That’s the point.

We are not responsible for people who feel compelled to go out and buy new Home items expressly for this contest. In fact, it’s most likely the individual who takes what they already own from a particular developer and makes an interesting ad from that who will get more consideration than someone who felt they had to break the bank and buy all the latest Home baubles.

No exceptions to this.

Yes, that can make things more challenging — because now you’re facing the same limitations that developers face when they create ads for Home. But that just means you have to build a smarter mousetrap.

A good example of this would be Game Mechanics’ recent ad: http://www.youtube.com/watch?v=BFueqXfsex0

All GM has are furniture objects. No estates, no clothing, nothing. So John created an ad that uses the Basic Apartment (which is free to everyone), default clothing (same story), and a catchy music beat.

Look at some of the other developer ads that have been created using only default clothing and the Basic Apartment:

nDreams Street Moves: http://youtu.be/yJpHvRen0ZI

Atom Republic Gangnam Style “Cowboy” dance moves: http://youtu.be/0TSkBILkjys

These are perfectly functional ads that get the message across, and have received thousands of hits apiece. And they probably took very little time to film, edit and mix. Which brings us to a key pointer about advertising:

Lavish production values and crazy setups are meaningless unless they sell the product. Being minimalist can, ironically, make it easier for the audience to focus on what you’re trying to sell. Every single shot in the ad should only exist if it sells the product. A good example of an ad that spent way too much money and time on *not* selling the product would be Chiat\Day’s McDonald’s Olympics ad: http://youtu.be/5184llMCDwA

Looking forward to seeing what you come up with!

Norse, I have a question please.

May we have an additional developers item featured in the video along with the developers items that we are advertising? Or will that disqualify us even though we are focusing on just one of the developer in the ad?

Thank you.

Am I entering this contest? You betcha. And if the developer really likes my entry, maybe I CAN get hired to do some promos for a developer. But that’s a very big IF. Competing with ad agencies is not something I want to take on at this stage of my life.

Wow, Norse. Thank you, this seems like a lot of fun. Thank you for making the directions so easy to understand and adding all the tips needed. I am already brainstorming.