Word: viral
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...disputes the technical prowess of the new generation of ads, that doesn't mean they actually work. In the case of the infamous Feather, as much as Welsh blogger Huntley enjoyed and shared the site, he didn't realize it was an ad for Axe. Are some viral campaigns too cute by half, thus reducing their effectiveness? Perhaps. But as Paul Bates, ad-industry analyst at London brokerage Charles Stanley, notes, all clever advertising, TV commercials included, runs the risk of being too entertaining and burying the sales pitch: "The most effective ads on TV are the ones that really...
...better that--as many have suspected--the spot is digitally altered. It turns out Ronaldinho is somewhat mortal, even in his new boots. Fans have debated the clip endlessly, and Ping Pong has been viewed 12 million times since its October Web-only release, one of the most popular viral videos on the Internet today. Even for a company known for its winning, edgy marketing, that is a hat trick. By creating a youth-driven buzz so crucial to its leadership in the multibillion-dollar sneaker wars, Nike, based in Beaverton, Ore.the largest sporting-goods company in the world, with...
...Other viral videos show genuine comic smarts. One night in January a couple of Emerson College students named Jonathan Ade and Patrick DiNicola had a brain wave and stayed up late re-editing footage from the Back to the Future trilogy to create Brokeback to the Future, the time-traveling love story of young Marty McFly (Michael J. Fox) and mad scientist Dr. Emmett Brown (Christopher Lloyd). Viral gold. "A friend of ours posted it onto YouTube," says Ade, 21. "After that point it got away from us." Brokeback to the Future has been viewed more than 3 million times...
That's quite possible. There's a purity to viral videos that can't be replicated in other media, if you can use purity to refer to a medium that is at least 5% fart jokes. Nothing can force a clip to go viral. It requires an authentic response from a mass audience, and the mainstream is learning to respect that. Soon after their unsanctioned VW spot hit the Net, viral admen Ford and Brooks were hired for a series of spoof political spots for Britain's Channel 4, and they've gone on to work for McDonald...
...what about David Bernal, a.k.a. David Elsewhere? He's living the viral dream. Since that night in 2001, he has danced in commercials for 7-Eleven, Heineken, Pepsi and Apple's iPod. He has shown his stuff on Jay Leno, Jimmy Kimmel and Steve Harvey. He did a Volkswagen ad that consists entirely of his gloriously funky reinterpretation of Gene Kelly's classic Singin' in the Rain routine. He even did a cameo in You Got Served. "The choreographer had seen [the video] and wanted me to be in the movie," Bernal says. "That's usually how it works...