DermablendPro – “Go Beyond The Cover”
Dermablend, the company behind this ad, does a good job of leaving the viewer unable to discern the message behind the video. This intrigue keeps the viewer engaged and ultimately rewarded with the reveal at the end of the video. This video also does Dermablend’s product justice – what better way to showcase your products superior cover ability then by finding a guy with tattoos over his entire body and then using make-up to conceal them all? The music track on this video is strong, and because there are no speaking parts, very important. It really is pretty amazing how well this concealer works, but what is more amazing is the two million views this video has gotten over the past two weeks. One thing that isn’t too clear is the time-lapsed ending where we see the make-up artists covering the tattoos of the man. It was hard to tell if the video was going backwards or forwards and could have been executed better. Overall, however, this video is strong, interesting, and most of all, unique. The music keeps the entertainment value high and the reveal is great. After two million views, Dermablend’s product speaks for itself.
Nissan – “Truck Saves Plane”
People in advertising circles are asking if Nissan has gone too far with this viral ad featuring a Frontier pick-up truck averting a fictitious airline disaster. Throughout the ad it is clearly written in the bottom right of the frame that this is a fictitious event, and the lower third graphics, voice over, and interviewees play against the notion that this ad is trying to take itself seriously. To suggest a pick-up truck could go fast enough to link up with a landing airplane as quickly as it did is unrealistic at best, but to then believe that the truck could handle the weight of a (roughly) 125,000 lb plane in its bed is downright impossible. Toyota has done a similar series of ads involving unrealistic situations with their Tacoma, such as the truck being eaten by the Lochness Monster. So, in short, the fun and popularity of viral video is its ability to blur reality and make viewers enjoy what they are watching. Nissan makes no effort to offend or deceive the viewer, and instead, attempts to entertain them. So lay off, stuffy people, and let imagination run loose on the internet so that those who watch the videos don’t have to keep watching “flash mob” dances.
Google – “Ice Cream Sandwich”
Google is announcing it’s release of the newest Android operating system, dubbed Ice Cream Sandwich, with this festive and simple viral ad. Google’s newest OS is set to release for both phones and tablets, following Apple’s example of unifying the OS between devices in order to better support developers. Up until now, if a developer wanted to create an app they had to tailor it specifically for a phone or a tablet, but with Ice Cream Sandwich Google hopes this unification will increase the amount of apps available to users. Google is far behind in the app sector: Android’s Market has approximately 200,000 apps available to the Apple App Store’s 500,000. As for the video, it isn’t especially interesting or funny, but it creates buzz around the upcoming product launch and allows those who aren’t a stones-throw away from the campus to get a glimpse of what it looks like. Google has used fun food-oriented names for their OS versions from the beginning (Honeycomb and Gingerbread for example) and Ice Cream Sandwich is no different. The gigantic Ice Cream Sandwich that is placed on the lawn in the video looks pretty appetizing, if only Google had decided to celebrate the launch with an edible ice cream sandwich… mmm…
“Specsavers” – Sauna
In this very funny, dialogue-free ad this poor old man mistakes a steaming kitchen for a sauna and is subsequently face to face with Gordon Ramsey, AKA the devil on Simon Cowell’s shoulder. Lenscrafters has done a similar style of ad here in the US, but they haven’t been nearly as risque and funny. The ad is pretty short at 40 seconds, and probably runs on television in the UK as well. At the time of this writing the video hasn’t massed a substantial portion of views, however, it’s clever enough to get a good following and has the addition of a celebrity to help carry it. This isn’t the first ad Specsavers has done of this nature, and it would be fun to watch them create more with the same quality as this ad.
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