Top of mind

Nothing deep, just things on movies, advertising, tech and games

A Viral is not a viral, when you have to say it is a viral

Posted by topofmind on August 2, 2006

Video On You TubeWhat do you get when you put big agency egos, with the pressure to win new business, along with a need to be cool and hip? You get the following “viral,” from agency.com on YouTube. Some times you really do find some funny videos, but other times, you get videos like this.

Personally as someone who currently works in advertising, and as someone who views YouTube quite often, it is far too long and subject matter is boring for the non industry types. A tip to ad agency types who feel the urge to be in-front of the camera – for the sake of all that is holy and sacred, please don’t! Of course I will not mention the fact that there was no strategy planning other than going around with a video camera taping Don King look-a-likes in orange suites. I mean, is this guy for real??

Now all of that wouldn’t be so bad; it would have been mearly a misguided attempt to show the client what type of agency it is – it would have just been another lame YouTube video that would have disappeared into the great digital abyss, until users started posting extremely positive one line comments.

The hardcore and savvier YouTube audience quickly caught onto the fact that almost all of the positive comments were made by new users, who signed up on YouTube, about the same time the video was posted. Hint. you can check the user’s profile by clicking on the user’s name and checking out when he signed up and what his favorite videos are etc…..I clicked on a few and found that the new users were just commenting on this video only.. How is that for having street cred on the Internet? Checkout the other user comments..

And of course the other users are ROFLMAO with the whole thing. Like the man said, if you roll, you roll big. I hope they got the account after all the ridicule that they are gonna suffer..

Otherwise this could also go into the books as how their innovative Web 2.0 Initiative was successful. “OMG, we got gazillion hits and links to our video and a trillion gullible bloggers covered it.” Knowing agency types, this is what will happen most likely.. and they just might get the account.

Unfortunately this “viral” just reinforces the public perception that ad agencies are shallow, all flash and no substance. I hope never to see Part 2 of this. And what’s with asking consumers what new tag line should be?

Guys get a grip, you are in the communication business, a Viral is not a viral, when you have to say it is a viral.

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3 Responses to “A Viral is not a viral, when you have to say it is a viral”

  1. […] Virals are called Viral because they take a life of their own and either mutate into something cool or something really really nasty. Early in August I posted the misadventures of how agency.com’s Subway pitch Viral gone bad and how that it generated unwanted publicity for agency.com as well as the client Subway. […]

  2. […] Virals are called Viral because they take a life of their own and either mutate into something cool or something really really nasty. Early in August I posted the misadventures of how agency.com’s Subway pitch Viral gone bad and how that it generated unwanted publicity for agency.com as well as the client Subway. […]

  3. Clilelmbub said

    ford west palm beach

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