Viral Done Right
A while back, I asked, "So, you gonna go viral?" and posted all the pitfalls. You know, hiring top talent, doing something truly outrageous, then selling the concept to your boss, and your bosses boss, and then running the gauntlet of brand-zombies asking, "Well, is it really us?" "How does it reflect on our company?" "Can we get our logo and key messages up front?"
Now, Samsung has shown us how it’s done.
A concept so outrageously amazing, so well-executed, and so hilarious that it demands a viewing. Or three. Or seven.
It’s so good, you don’t even bother to wonder if Samsung actually went out and found the Baa-Studs group, or if it’s something that sprung from a demented creative director’s brain. You don’t stop to think, "You know, maybe this really is CG." Maybe it is. Maybe it isn’t. The important part is this idea is so ridiculous, it short-circuits the brand-jaded, ad-aware, hyper-critical area of your brain.
And it doesn’t have an ounce of brand until the very end.
I admit it. I looked at the Samsung LED TV website. Because, really, they deserved it.
