Example Of a Great Viral Video Commercial

by on September 7, 2009 at 9:53 am

Guest Post written by Ilan Peer

Advertising for television industry used to be formatted into 15/30/45 second spots but the internet has changed the industry drastically. The audience on the internet now makes up for more views than the number of views one can get through television advertisements (Tivo has a lot to do with this also).

Television advertisements have a longer viewing life when they are placed online. The advertising firms now air the ads on tv first and then upload them to the web with the hope that the video will turn viral.

Here in lies a change in the advertising world.  This shift of reach and distribution via the web is driving the creative agencies to come up with guerrilla-like advertisements.

Rather than just read the slogan or try to burn the corporate logo into the collective mind, the new approach allows the viewers to get more out of watching the advertisement. It has reached a point where the creative agencies try to create video advertisements with a more “user generated content” look and feel” for their highly expensive ad production.

The audience has become much more sophisticated and is aware of the advertising agencies tactics and will not view just any advertisement they put on air. The advertising firms must appeal to the sharpest of viewers and be extremely creative.

Here is an example of a great creative commercial:

Made by I&S BBDO Agency in Japan for their client – a chemical technology company called ThreeBond. The video targets the household maintenance & pet product market.   The  purpose of this video ad was to publicize their less known product (their super glue). The Tokyo based firm says: “The campaign is designed to reconnect the product with the sophisticated youth segment which demands perfection in enjoyment.” (extracted from Brand Republic post)

When comparing  the ThreeBond corporate and product web pages, it is amazing to see just how a creative advertisement can change potential customers’ perception and create brand appeal.

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