My Top 4 Summer Viral Videos 2014
Advertising in summer can be a tricky business. As soon as the good weather kicks in most people want to be outdoors, in their gardens, in the park, camping or at the beach. So how do companies go about reaching people when they might not necessarily be at home, feet up with the telly on?
Viral marketing is the answer: making advertisements (and short films in some cases) to showcase their work, spread a message that identifies strongly with their brand and get people sharing this through social media.
I’ve chosen four very different viral videos than your traditional summer ad campaigns which have succeed due to their clever marketing ideas. Let’s take and look and unlock the key to their success.
JOHNNIE WALKER BLUE LABEL presents Jude Law in ‘The Gentleman’s Wager’
The longest of our videos this short film is directed by Jake Scott (son of Ridley Scott and a well-known talent in his own right), stars Jude Law and Giancarlo Giannini and currently has 79,739 shares on Facebook and 9.5 million views (stats via Viral Video Chart).
So what makes it so appealing? The A-list actors may do to a certain point but this film is beautifully shot, transporting us to a place we’d all like to be this summer: a beautiful boat in the middle of the Ocean. This juxtaposed with the familiarity of London’s streets helps you to identify to Law’s character and a message that all you need is a little imagination and you can achieve even the most unlikely goals is emphasised by every step of the Gentlemen’s dance. The real advertising message that Johnnie Walker Blue is a rare experience of luxury everyone can have doesn’t get lost along the way either, cleverly finishing where we started, only this time flipped and leaving us wondering what the story will be, and thinking about the Johnnie Walker brand.
The Epic Driftmob feat. BMW M235i
Next up is the BMW viral that has over 12 million YouTube views and over 21,000 shares. There’s nothing like a clever car ad to get people talking, and while many companies stick to more traditional advertisements, BMW take their direction from films such as the Fast & Furious franchise and go for something fun, while ensuring the customer knows it’s all real and all expertly choreographed.
The talking point of this video is obvious: cars doing fantastic tricks, precise synchronicity in their moves and a complete surprise to commuters. This clever advert is not only fun, showing you what their vehicles can do with a professional behind the wheel, but it shows you immaculate handling and brake power, the message clear: BMW, fun, precise, safe, surprising, and ends with a # to ensure people keep the conversation going.
Heineken | Routine Interruptions | The Payphone with Fred Armisen
With over 9 million views on YouTube, this ad (starring Saturday Night Live Alumni, Fred Armisen) is a short but satisfying piece filmed in New York with hidden cameras and a lot of knock backs and patience.
This ad doesn’t have a lot of product placement, but the message is clear: try something different and keep your mind open to new experiences. It leaves you questioning what you would do? Would you answer the phone, take the risk, try something new? This all ties in with Heineken’s Routine Interruptions summer campaign, cleverly labelled as a “social experiment” where anyone has the chance to have a once in a lifetime experience.
Last but by no means least is this viral advert from Always. It has such a strong message that in the two months since it premiered, it has spread like virtual wild fire.
The message that it spreads needs no explanation: it is more profound than many others out there. The clips of the girls talking about what it means to then to be a girl is interspersed with short messages from Always that don’t feel like they’re being forced on you. You appear to be going through the journey with some of the girls are they realise what the ad is all about, just as you do when you’re watching it. It is so sincere it will make you think next time you hear the phrase “like a girl” and think about its connotations. It’s no surprise that this is the most viewed of my top picks with over 47 million views.
What viral ads have you enjoyed this summer? Have you favoured the more traditional summer ads or have you enjoyed something a bit different?