As the Video Spreads

Leverage Archive

Leverage Archive

Woah! We've been at this a long time. What was true a year or two ago may not be true today. If you're interested in something a little more current, take a look at our recent blog posts.
Leverage Archive

Back for another installment of ‘As the Video Spreads.’ Sorry, that was bad even for me….

Anyway, we left off last week by taking a closer look at how important emotion is to viral videos. Last week’s exercise in making the user feel something is a great reminder of Advertising 101. Here is another reminder: Have something novel to say! Or at least deliver the message in a novel way!

The concept of having a unique message is one that most advertisers support. Though the concept is admirable, most do not actually pull this off in their video content.  Let’s take a look at another viral video that is actually a commercial for a popular men’s product: http://www.youtube.com/watch?v=FJ3oHpup-pk

Analysis of Video

I chose this video because a common objection to creating great video content is production budget. Many will say that this is the ‘worst commercial ever.’ I say to those people, “7 million views” and countless residents of Montgomery disagree. With obviously little budget, this advertiser delivered his message in one of the most novel ways, a furniture rap.

The message here is simple.

(Funky rap beat)

Standout, be novel.

Don’t put you message in a bottle.

It’s just like, the video, for a Mini Mall!

(Sorry)