“Virals” don’t usually work. Ad agencies are trying to cling onto their business model by eschewing unpopular TV ads (that nobody watches) in favour of “doing a viral”, where they produce the same boring, expensive ad, and convincing unimaginative marketers that, by putting it online, it will “become viral”.
Most of the time, actually about 99.999% of the time, the only people who watch them are the marketers and staff of the firm. They then get sucked in by the ad agencies insights department or digital arm, who in the post campaign report, tell them that a 0.00001% click rate “exceeds industry benchmarks”.
Seth Godin, author of books like “The Ideavirus” and “Purple Cow”, describes the factors that make ideas “viral” here. Rare as these factors are, people are still convinced daily to spend hundreds of thousands out of their marketing budget on what usually amounts to a boring as hell corporate video.
That being said, this viral works. It’s for Diesel’s XXX SFW “Dirty 30″ party invite. It’s GREAT. Pass it on.
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