Toyota – “Hilux”
Toyota New Zealand is the latest brand to take a page out of the Old Spice marketing handbook and toss it up for public consumption. The absurdity of this ad is juxtaposed with the cavalier delivery given by the truck driver as he recounts his events to a well-fed, uni-brow sporting man. The recalled events vary from the ridiculous to the down right impossible (see – chimp airbrushing face of boar onto motorcycle whilst riding in sidecar), but the ad executes its message with a tongue and cheek nature that’s hard not to like. The Hilux, the truck advertised in the commercial, is pretty cool looking – so it’s only natural that Toyota would want to showcase its off-roading capabilities (which they do). The difference here is that instead of the standard “look at my truck at a construction site getting rocks dropped into the bed” commercial, they took a comedic approach. The ad still fulfills the requirements of portraying the truck as badass, but appeals to the viewer’s desire to see something new. The power of comedy in viral marketing is not lost on big brands and Toyota is another convert to this style. Toyota could be riffing off of Nissan and their frequent use of humor and if that’s the case, there are no losers in this type of amusing advertising.
Jordan – “Explosive Water”
This is the third basketball viral that has garnered a lot of attention in recent weeks, the second coming from the Jordan camp, even in the midst of the disaster that is the 2011-2012 NBA season. The players are likely starting to feel the financial squeeze on their wallets right now, and close behind will be companies like Nike and Adidas that have celebrity endorsements relying on the big players to attract consumers to their product. With the amount of marketing dollars spent on new phone releases nowadays it shouldn’t seem too ridiculous for an over-the-top ad for a new shoe. People walk in shoes. And stuff. So clearly the product requires an extravagant launch which includes choreographed depth charges to shine video onto a watery canvas, replicating a holographic image. Credit is due to the Jordan team for creating what is truly a magnificent spectacle, it’s quite a creative idea and well executed.
Google – “Movember”
October was breast cancer awareness month and we showcased a very good ad released to promote an app that encouraged women to issue self breast exams. Now is November, or “Movember” (as some call it who are privvy to a relatively new movement that encourages men to grow a mustache to promote men’s health and prostate cancer awareness specifically), and we thrilled to share with you this PSA Google has released to support the cause. The best part is now I have an excuse to grow a mustache and a proper rebuttal when family ask if I’m bringing the 70′s back. This tongue and cheek approach is a great way to get involvement from the male community and a visible way to show support. The ad takes place in a Google Chrome browser using YouTube video of different men showing off their mustaches or promising to grow one for the cause. There is also a feature in Chrome which will time lapse the growth of said mustaches over the course of the month, which could be pretty funny to show off and share to others. All kidding aside, prostate cancer is no joke, and hats off to Google for supporting this cause. So go forth, and groweth thine mustache to the best of ye ability!
New Regency Pictures – “In Time”
Guerrilla marketing is a style that has been around for some time (gaining popularity in the late 1970′s) but recent notable campaigns include this video for the movie Planet of the Apes. In the video below, which has racked up nearly 800,000 views in just over a week, there is no mention, visually or in the description, that it’s for a movie. If one were to click on the “extended version” annotation (seen here) they would be informed about this being an ad for the new movie “In Time”. The movie revolves around the amount of time one has left to live, and the struggle to buy more time for a chance at immortality. The analogy of a parking meter and its beheading is intelligent, but the strength of this ad really comes with its ability to be interesting, look authentic (although the dialogue of the videographer is terrible) and have absolutely no branding.
Virgin Radio – “Louder”
Sometimes great videos slip through the cracks for one reason or another and this one is a perfect example. Uploaded a month ago by Virgin Radio, this French viral, named “Corentin !!!!!!” is a hilarious video which features a mother yelling at her son. However, when set to music courtesy of the Black Eyed Peas “Don’t Stop The Party” (which is turned up LOUDER!), the yelling turns into lip syncing and the car full of teens begins to rock out. The ad encourages people to turn up their music louder, but what’s really interesting about this viral is the interactive element at the end. Using annotations, viewers can click on two more links to watch more videos (which we encourage you to do by clicking here). The webpage you are forwarded to encourages a lot of interactivity and rewards the viewer for their trouble. One of the more difficult things with viral video has been incorporating an interactive user experience. It’s been done before with a few videos (NSFW due to language), but it’s still an area of YouTube that continues to be explored and utilized.
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