YOU CAN’T COMPETE WITH A BELUGA WHALE AND A MARIACHI BAND

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.

One response to “YOU CAN’T COMPETE WITH A BELUGA WHALE AND A MARIACHI BAND

  1. I think the whale was really saying …play Black Sabbath! 8)

    I agree Vinny. Too often Advertisers try to act like they aren’t advertising. What I see as damning for the ‘Viral’ thing is whenever I see the top ten for the week of Viral Ads normally number 1 has 1.5 to 2mil views. And number ten around 500k. Which proves you can’t as a national brand sell using viral video. You need to reach 50m or 100million that week. And if number 10 is 500k. Then the other 4,990 brand commercials playing have to go the old skool rout and buy commercial ad time.

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