Cultivating brand potential


Going viral

Posted by: Jo Briton

Categories: Advertising, Digital,

Thu, 20 Feb 2014

It started with the Evian baby, then we had the dancing pony and now the stability chickens. Big brand adverts seem to be aiming to go viral i.e. get shared A LOT on social media networks.

You Tube has revealed the UK’s favourite adverts of 2013. Three's 'Dancing Pony' ad, created by Wieden + Kennedy, came third having pulled in over seven million views on its official channel to date.

There has been a marked increase in the number of brands drawing on popular memes among the YouTube community.

I think the thing that irritates me about viral adverts is where they have no relevance to the product they are actually selling. The ‘Dancing Pony’ being an example here or O2’s ‘Be More Dog.’

However, I do like the Mercedes stability chickens ad campaign. Generally I dislike normal car adverts – overly attractive people driving in cars on a straight, empty (where in the world?) road. So trying to do something different and with the Mercedes-Benz brand, which has a very traditional reputation, could only be a good thing. But the stability chickens can actually be related and used to illustrate the vehicle’s magic body control suspension system.

Which viral adverts do you like and is there a reason why?

Source: The Drum