It's difficult to be creative.

Every agency is trying to reach their client’s audience in a new way. One way is tapping into the organic communication that evolves from web communities and Zipatoni is no different.

Zipatoni tried and failed with their latest “viral” escapade, “All I want for Xmas is a PSP.” I credit them for trying to do something new. The risk was high and I hope they realized that, but the effort fell short.

Any agency experimenting with new marketing will fail more than succeed. However, one thing that is sure to fail, is being a fake. Honesty rules and advertising agencies must realize this is the only way to get through to today’s over-exposed, anti-ad culture. One has to give to get and a shill will be exposed and ostracized immediately from the sensitive, but powerful websphere and subsequent marketplace.

The rath of gamers and proponents of new marketing has been ugly. Just Google or search Technorati for countless rants against Zip and Sony.

Some say any publicity is good publicity, but if it costs Zip their client and Sony thousands of dollars in damage control this may not be the case. I guess the proof is PSP sales figures.

The PSP fake blog offline as of writing this, but here’s one example of the response from the public. Merry Christmas Mr. Creative Director.