Posted by Dale Buss on November 18, 2013 06:49 PM
The Muscles from Brussels has gotten plenty a movie workout with his martial-arts legerdemain. But seldom has Jean-Claude Van Damme had so many people see one of his physical feats of flexibility and strength so quickly as in the new ad for Volvo Truck's steering technology. At least 27 million people and rising have seen Volvo's new online-only ad in less than a week.
In the spot, Van Damme straddles the space between two Volvo trucks moving side by side and backward only by resting his feet on a side mirror of each truck. The stunt is meant to demonstrate the equilibrium and precision and reliability of the brand's new dynamic-steering system, as Van Damme "stands," all spread out, for what seems like interminable seconds in the video.
Yes, Van Damme ultimately was secured from a grisly accident by thin safety wires that aren't visible in the video. Van Damme’s feet aren’t lashed to the mirrors, video director Andreas Nilsson told the Wall Street Journal, "but we had him rigged so that if he would fall off he wouldn’t die obviously. We didn’t want to be responsible for killing the Muscles from Brussels.”Continue reading...
Posted by Sheila Shayon on June 27, 2013 07:21 PM
Samsung is the current king of viral video as its recent Jay-Z collaboration holds first place on the Viral Video Chart and its partnership with Usher holds a close second—the two together generating 50.9 million views so far according to Visible Measures.
Samsung's promotional tie-in with Jay-Z that gives Galaxy owners early access to Jay-Z's "Magna Carta Holy Grail" received 20.6 million views last week, with a total of 23.5 million views.
Samsung's Usher video was booted from No. 1 to No. 2 by Jay-Z, as 27.4 million people watched the 2.5-minute fight scene promoting their smart TV technology and introducing Usher’s new single "Looking 4 Myself."Continue reading...
Posted by Sheila Shayon on June 5, 2013 08:04 PM
Dollar Shave Club burst onto the scene last year with a viral video, a great product—subscription-based replenishable razorblades—and a cheeky attitude. Now for its Act Two, the brand is looking to other areas of men's grooming needs with One Wipe Charlies.
“Our goal is to own the bathroom and to be the easiest place for guys to get the things they use every day,” said Dollar Shave Club CEO Michael Dubin in an intro video to the brand's newest product.Continue reading...
Posted by Sheila Shayon on April 19, 2013 01:51 PM
It turns out that CGI babies aren't just winners for E*Trade. Evian has reprised its famous (and viral) dancing bambinos in a new ad, "Baby & Me."
The video is a follow-up to its viral smash hit, "Roller Babies," which was aired in 2009. The brand also released the interactive spot "Baby Inside" in 2011.
"The babies embody 'Live Young', the evian mantra, and remind us that we are all youthful in our own, unique way,” said Jerome Goure, VP Marketing for Danone in a press release. “Babies are also the ultimate symbol of natural purity, exactly what evian water is.”Continue reading...
Posted by Mark J. Miller on April 16, 2013 07:09 PM
South Korean rapper Psy has had a whole lot of pressure on him to deliver something that was even a smidgeon as good as his previous effort, “Gangnam Style,” which managed to become YouTube’s most-watched video of all time with more than 1.5 billion views and some interesting dance moves that have been copied by everyone... literally.
To the looks of it, he's been successful. While not everybody loves his new music video “Gentleman”—which features him going around and being anything but (kicking a soccer ball away from a kid, removing a bikini top from a woman not looking to expose herself—the song does feature a catchy little dance move and has broken the record for the most views of a video on YouTube in the first 24 hours—a record that was previously held by teen phenom Justin Bieber.Continue reading...
Posted by Sheila Shayon on April 16, 2013 05:56 PM
An unlikely viral superstar has emerged: Kmart.
The retailer's latest ad, "Ship My Pants," has become a hit, reaching over 9.8 million views and more than 33,000 Facebook 'likes,' granting the here-to-fore unfunny brand a noticeable sense of humor and pique. Besides the well-played crude humor, the ad touches on an important and growing trend in the retail sector: free shipping.
The campaign highlights Kmart’s partnership with Shop Your Way and seizes the shipping trend sweeping major e-retailers Amazon, Google and Walmart. Shipping is the lastest battleground for retail expansion as companies try to figure out how to make shopping experiences more seamless.Continue reading...
Posted by Abe Sauer on December 10, 2012 02:58 PM
Albert, killed during a 1948 experimental space mission launched by the United States, was not the first money in space. Or so contends a unique new viral promotion in China by SOHO China, one of the nation's largest real estate development enterprises.
"Abo," SOHO's campaign tells us, was sent into space by China in 1946. In this retelling, he returned to earth — a little changed. He spent time bonding, it seems, with some aliens and has returned to Earth to tell China it is a creative failure, a "copycat empire" that is "burying alive the creative spirit of a billion citizens."
Yes, this is a marketing campaign for a Chinese brand. A creative one — and a controversial one, with a debate raging on social media about what Time Out Beijing called "a crazy PR stunt."
"Of course some of the issues that Abo talks about sail very close to the wind," Ogilvy & Mather China Chief Creative Officer Graham Fink told brandchannel. The intention is not to offend people but just to make them think and to awaken their creative passion."Continue reading...
Posted by Dale Buss on July 13, 2012 03:03 PM
Coca-Cola has been busy debunking a viral video hoax (above) that it was planning to roll out globally a biodegradable plastic bag packaging shaped like its iconic contour bottle now being tested with cash-conscious consumers in Central and South America. Sorry, folks — no such test, no such plans, at least that it would confirm.
Outlets including Beverage Daily reported and then corrected, fooled by a supposed statement from the company that the new bottle-shaped bag delivers "the full Coca-Cola brand experience, without costing the consumer a cent more. They get greater value from their purchase, and we recover our famous branding, keeping Coca-Cola distinguished from all the other drinks."
An actual statement from the company clarified that the video is hoax, noting: "The company currently distributes Coca-Cola in Central America countries in cans, plastic PET and glass. While Coca-Cola is always looking for new and better ways of satisfying customer demand, we do not comment on potential new ideas until a decision about their implementation is real."
One sustainable move it could confirm this week: a new system to purify and re-use industrial-process water that could improve the company's water-use efficiency by up to 35 percent, "contribute to growth and local economic development opportunities, further support local communities, and reduce its water footprint," as the company said in a press release.Continue reading...