Why I like it: There’s something irresistible about a good prank video. It’s the reason why gags/prank/bloopers have been a reliable source of entertainment for decades, and probably why they’re still today a very reliable source of viral web videos. But you have to do them right – it has to hit the right tone because on either side of the fine line there is either boring content, or manipulative content. This one gets it right. Once you start watching it’s hard to stop: it’s a great mix of celebrity (Jeff Gordon is a very famous race car driver in the US), voyeurism, action and humor. Enjoy.
PS – This one has a bit of a history as it references back to an earlier prank (click here to see it)
Why I like it: How much fun! Meet the Wolfdog, the new Chief Director of Marketing for their Wild Collection line. Funny. Cheeky. Irreverent. Over-the-top. Contemporary. Viral. All of the adjectives apply – what a joy to come across a brand (and creative agency) that has committed to this type of engagement with its consumer! What really bowls me over is the ambition. The journey from silly little idea to an all-out execution must have been a real thrill ride: It’s not just this video, there is a series of videos. And Wolfdog also started a Twitter feed, has a LinkedIn profile, a Tumblr blog, and more. It remains to be seen if sales will follow, but in today’s wilderness of message-overload – Old Spice has grabbed the attention and gotten people talking. Without attention, you’re not even in the game – so…game on!
Why I like it: The humorous gag has always been prevalent in advertising, but quite often these days it’s used a “surprise!” reveal at the very end – your brain connects the dots, you smile, and then the ad is quickly over while you still have the “taste” of it in your mouth. This one feels a little different, because the reveal comes early…and then they continue to play out the gag with full gusto, giving us plenty more time to enjoy and smile knowingly as they squeeze the joke for it for all it’s worth. Throw in little executional flourishes and a very clever/insightful/humorous tagline, and this becomes a clip that is well-worth sharing.
Why I like it: This one is a little unusual, my brain tells me it fails even though my heart tells me it succeeds. It’s a trailer for a film, so very little information is given away. So little info that you barely know what it’s for, who it’s for, or what it’s about. In fact, this glaring weakness makes one think that it’s a bit more art (film) and a lot less advertising (film with a commercial purpose). Maybe so. But, man I loved it anyway. I was enthralled instantly by the music, and then by the lovely flow of the images. Somehow it struck an emotional chord, it felt big, and by the end, I was ready to be sold anything at all! Toothpaste? Sure. Car insurance? Sign me up! Network switches? I need one. So that’s your commercial part right there. And as far as getting noticed (another crucial component of good advertising), well just think of this coming on during your average prime-time commercial break. Way above the norm. A missed opportunity then, perhaps(?) – but a really nice achievement nonetheless – and who knows, maybe they wrap it all up nicely later, and it needs to be judged holistically and not just based on the trailer.Ambitious work coming out of Chicago.
Why I like it:This silly video really brightened up my morning, and left me humming the song all day long…(and I’m not even a dog lover!) Sometimes, that’s all it takes. In general, good advertising is really hard work, done by talented people. (the other day I described it as “a perfectly calibrated 30 second bit of entertainment/sales” – how fancy!) But every once in a big while you see a video like this and you realize it can also be so easy. This idea is something that a 6-year-old would come up with, and it works precisely because of that simple, unpretentious, infectious joy that just seeps out from every corner. Consider that there are so many things “technically” wrong with this video (eg: brand linkage? they could have put just about any logo at the end and it would have worked almost as well!)…and yet…against all odds…it works. Lack of branding is not a problem, this is one of those examples where you enjoy the video so much that you “pay it back” with your attention, as if saying “that was great, ok, go ahead and tell me…who was this is from?”. Ninety-nine percent of the time this approach yields a disaster ad that is quickly forgotten, but when it works, well…it works. And a special note on the music…when it’s just right…what a powerful shortcut to emotion!
Your daily dose of advertising awesomeness from around the world!
Location: Los Angeles
Client: Rainforest Alliance
Name: “Follow the Frog”
Category: Film/viral video
Why I like it: The humor and executional style made me want to watch it again. It made me feel good towards the brand/message being “sold”. And it made me want to share it with others. What more can one ask for?! Let’s say your client has a message, some production money and no media budget. They come to you and ask you to create and produce content that will help spread the message. Here’s what you’re not going to do: You’re not going to mention the word “viral” at any time before the job is a success (it’s only viral once it becomes viral, until then it’s just content!). You’re not going to treat this as a tv commercial (a tvc is backed by millions in media to get seen, yours is only backed by the quality of the content!). You’re not going to rely on social media to “make it huge” (you have to push it and nudge it, social media is a channel not a guarantee of amplification!). What you are going to do is create the very best content you’ve ever done – content that has replayability, brandability, and sharability. If you do that, and do it very well, maybe you can call it a viral video someday!