I haven’t even see the whole thing yet but clearly this video is blowing up online. And will probably hang around for a week to be replaced by something equally random and brilliant.
Random and brilliant are tough to pull off in anything or any medium.
But harder still in an ad.
Because ads have to carry freight: a selling message.
And that can be a millstone around your neck in the online video environment.
Because lighter always travels fastest and farthest.
I personally think the best way to make a video popular these days is to wallow in the fact that you’re doing a commercial to the point that it’s funny and weird.
You’re an ad. Nothing wrong with that. Just make it worthy of my attention.
A side effect of having ever more splintered media landscape and multiple screens angling for your attention is that your video has to be very singular and focused.
It literally has to jump from screen to another effortlessly.
Berries and Cream and Old Spice are proof that this approach works.
I’m not going to argue with success.