According to Collective Intellect, which tracked brand lift for advertisers before and after the Academy Awards, Dove outdid 10 other major advertisers, elevating its position 500 percent with pre-show buzz.
Consistency, and refining an old model, were probably key. Dove rehashed last year's campaign strategy: appealing to audience members to produce and rate ads for its Cream Oil product. The winner was a woman named Celeste Wouden, whose spot lacks the slapstick, paging-Cartoon-Network! feel we've come to expect from UGC efforts. In fact, it looks like a stock Dove commercial (and for WAY less money).
Watch the ad at DoveCreamOil.com. Runners-up can be seen in the gallery.
Now let's see. If we were a Hollywood visual content company that created stuff for music, fashion and advertising, what would be do to call attention to ourselves and win awards? Well, we'd film a naked woman frolicking in a room full of balloons, of course. Apparently this tactic is a good one because it won Best Web Film at the first annual Swerve Festival which celebrates "West Coast creative culture."
Called Tons of Balloons, the video does nothing but swallow the beauty of a half naked woman dancing around while white balloons gracefully move about in reaction to her movements. And, yes, it's very likely NSFW.
Yarg. To promote The Ruins -- a movie that, from what we can tell, is all about evil parasitic vines -- Ralph & Co. is encouraging internet users to disseminate this genuinely icky video. It literally hurts to watch and reminds us of this one time we had an ingrown hair that kept growing under our skin until finally... well, forget it.
Killer vines. Okay. Guess that's scarier than improbable monsters. But is it scarier than toothy vaginas and randy chlamydia?!! Well, maybe.
Pot Noodle's latest spot (released just in time for St. Patrick's Day!) isn't super-appetizing, but it kept us watching. It's a spoof on Guinness' Tipping Point, where a domino effect travels from a luxe office to the seedy interior of a village overflowing with costumed extras from every movie set ever.
Alternatively, Pot Noodle's Tipping Pot starts out with farts, bars and cigarette cartons before traveling through somebody's working-class home and ending ... well, you can guess.
We're not eating that. But we did make a dry coughing sound that approached a laugh, so ... cheers. See AKQA's previous Pot Noodle viral effort.
To show consumers their wannabe Hot Pockets are loaded with pizza stuff, Pizza Pops enlisted Cossette, Toronto, which got some boys that remind us of Smosh to star in these spots, Woodchipper and Campers. In each, the boys get a Pizza Pop to explode -- with results that would make Wes Craven beam. (Guess this whole dumbing-down-for-YouTube thing isn't over yet.)
The spots drive traffic to www.PizzaPopsareLoaded.com, which was hijacked by Citizens Against Pizza Pops, which is actually located at www.PizzaPops.ca. It has testimonials from people with pizza guts on their faces.
And that's about it, really.
OK, OK, we'll cover it. Geez. Just because all everyone thinks we write about here are boobs and booty doesn't mean we're always going to cover the latest nudie film from Abercrombie & Fitch. But, since you beg, we aim to oblige so here it is in all it's NSFW glory.
We could comment on how it degrades human morality or how, conversely, it celebrates one of the most normal human states we know, nudity, but we're not going to burden you with endless pontification that would amount to nothing more than endless babble. Speaking of endless babble, have we reached our word count so this text will properly wrap around the ubiquitous (obligatory?) racy image we've included here for you?
Imagine if the characters of Lord of the Rings had internet, mobile phones and ... Yahoo Messenger and Mail?
The journey would probably look a lot like this video by Pod Design, Lexington for Yahoo. More hack-jobs of your favourite films to come, probably with a similar premise, hopefully funnier. In any case, it's a neat way to showcase Y! chat's many merits. You know: spinning smileys, green fonts... bleh.
...and it looks slightly left of lame. But we can see how, in the farfetched event it were to catch on like wildfire, the site would make useful Channel 6 fodder. See featured videos, including Back to School Diet Tips and (grimace) Dangers of Cigar Smoking.
To promote its agency at a local ad awards show, Giant Ideas produced a self-promoting parody of the Cloverfield trailer.
It might have been funny if it weren't actually longer than the original. Because come on, guys. TWO MINUTES of mostly bad party footage? We would've gotten the joke inside 30 seconds, easy.
You can debut all the privacy controls you want, but there's nothing like a generic safety PSA to show the feds you mean business.
See "Don't Stop the Dialogue," produced by Big Fuel for MySpace. It will run on iKeepSafe.org and MySpace Safety along with featured safety tips and a soothing message from CSO Hemanshu Nigam.
Chill effect much?