The thing about social media is that you have to be, ahem, social. That means you have to be in it, not anti-social by ignoring people or trashing others' work. It's a shame that one of the largest ad agencies out there, McCann Erickson, feels the need to rip-off others' work, without even a casual link out to the people they're attempting to copy.
Common Craft have for years now provided the web with superb, short, witty videos explaining the most complex areas of the live web. They have been viewed millions of times, blogged by thousands. They're part of the currency of the web, appearing on Governmental and company intranets and external sites. Why, then, have McCann repackaged/stolen the idea and produced something that's mediocre at best, plain boring rather than plain English? Their version of Web 2.0 in Plain English is presented by someone with a clean corporate accent, the images used tarnished by the polish of corporate graphic artists.
Any company or organisation stands to gain a heck of a lot more linking out to the talent that's there already, employing it if it needs something more specific than is currently provided. Fair enough, McCann's corporate customers may not be connected (yet) into the world of Common Craft, but McCann are in a position to create some real change by introducing them to the real literature, rather than the York Notes version of it.
Update: Having met a nice chap from McCann the other day, the video's inspiration has since been added. Good job, guys! :-)