1. Humor: Yes whether planned or not, most viral videos are funny in some way. If you’re in the category of “I WANT a viral video” then I would suggest that a brand utilizes most of their budget on a Creative Director and savvy comedy scriptwriter. Failing that you may need to strap a Go pro to your forehead everyday for a chance to capture some epic event that’s newsworthy.
2. Budget: Most will come in at the low budget level, but not necessarily. Content is way more important than budget. Dollar Shave Club pulled off a low budget planned viral video with great success.
3. Provoking: A viral video often has either thought provoking or downright ‘OMG’ reactions from its viewers. Such as the poor kid featured in ‘David after Dentist’
4. Surprises: These come in many forms and lots of ‘planned’ wannabe viral videos fail under this category for obvious reasons. However those that are not planned can reap huge rewards in the viral video stakes, for example Simon Cowell’s X Factor in the UK had a huge hit with the unlikely pop star ‘Susan Boyle’.
5. Topical: Keep it current. Many will feature current trends, news, politics films and music. Unfortunately, most of us were unable to be spared of ‘that tune’ by the now overnight pop sensation Psy. The most viewed video online ever with 1,571,307,743 (btw I’m the 3 on the end, I managed to not view this video until writing this piece!) And if you’re brave enough, you can always jump on the back of such success and release the baby version for a mere 2,183,160 views.
Another viral video of 2012 was certainly topical with the release of Skyfall. A great concept coupled with a twist on an iconic tune and the feel good factor of the Bond franchise, made this an obvious choice for Coca-Cola!
On that note you have the masters of advertising who I like to refer to as the trickster, pulling off a charade with subliminal advertising. This video was released a few months ago but re-surfaced the same week of the Boston Marathon tragedy so it had instant share appeal with everyones’ mood being somewhat somber and in need of a lift. I shared it on my facebook status then I watched it again as the likes soared on my post. Only then did I realize that the video was very likely put together by the most recognized brand in the world, Coca-Cola. The funny part is that I once worked for Coca-Cola for several years and I didn’t catch it straight away. Watch the video and see what you think! It’s a conspiracy, but I’m feeling Coca-Cola made it.
So when planning a viral video, try to use a few of these elements but realistically, it takes a whole bunch of luck, somewhat like winning the lottery! Bonne Chance!
These are just a few of the reasons why using animation to advertise for your company may be the right option. The message that you want to convey to your audience and the product or service that you are selling are the deciding factors for the creative path you want to take.
1. Be anything you want to be: The distinction between ordinary and exceptional is imagination. It’s amazing what can be achieved when the creative process isn’t stifled by limitations. No idea is too big when you have an animator to help you bring your visions to life. Your audience can travel through the world, time and space. Abstract and practical concepts can be made captivating and palatable to diverse of audiences through the art of animated storytelling.
Fresh Guacamole is an amazing piece of animation. Released in March of last year, PES’ stop-motion short has garnered over 6.8 million views for Showtime’s YouTube page (Showtime financed the production). And it isn’t just attracting viewers – recently added to its list of accolades was a nomination for an Academy Award.
How has a 1-and-a-half-minute film captured so many hearts and minds? Simple:
And Fresh Guacamole is just that – simple, yet genius. It’s someone making guacamole. But it’s the imaginative, child-like element that excels here. PES – who cut his teeth in the commercial world – has a distinct visual flair. His previous work includes Western Spaghetti, which utilized the same idea: this is a view through the eyes of a 5-year old playing make-believe chef.
There’s no score, but the sound design is spot-on. The foley work is half the charm, as some the everyday objects adhere to the sounds of their kitchen counterparts. This ambiance intermingles with the tactile nature of stop-motion and gives Fresh Guacamole its simultaneously familiar yet otherworldly feel. As a recent Wired article put it, PES’ work is “strangely hypnotic”.
What do you think? Sound off in the comments below!
Quick note to all the fans of Fleischer Studio’sSuperman animated short films – Warner Bros. has posted all 9 episodes produced by the company (before Famous Studios took over) on their YouTube page. To get you started, here’s the eponymous first episode, also known as “The Mad Scientist”:
The shorts were not only leaps ahead of similar works of the 1940’s due to the Fleischer brother’s talent, but also because the series was given double the budget of their previous work (which included Betty Boop and Popeye the Sailor shorts).
Even if you’re unfamiliar with Fleischer Studio’s work, be sure to take a look if you’re a Superman fan… the shorts are credited with being the first media appearance of The Man of Steel’s ability to fly.
Thanks to Jerry Beck over Cartoon Brew for bringing this to our attention!
London Olympics 2012 mascots, Wenlock and Mandeville
It’s that time of every two years: the Olympics are here. Athleticism is in the air, on TV, on the radio, and all over the web and it’s hard not to notice this massive global event happening in London right now. There are many animations promoting the London 2012 Games, which are circulating in the interwebs and I thought it would be nice to have a look at some of them. Read more