Leprechaun Leaps For Lucky Charms in Viral


Dipping its feet into the viral advertising waters, with the help of AsaBailey and Saatchi New York, General Mills has created a "The Italian Job" movie spoof called "The Irish Job" which features a tiny leprechaun in a car racing away from perusers with a box of Lucky Charms in the seat next to him. The video has been seeded to 250,000 U.S. students and 20 somethings.

by Steve Hall    Aug-24-05   Click to Comment   

Enjoy what you've read? Subscribe to Adrants Daily and receive the daily contents of this site each day along with free whitepapers.



Wow. That was a very boring waste of money for General Mills.

Posted by: Ben Popken on August 24, 2005 12:18 PM

What General Mills seem to have done here is quite cleverly extract more mileage out of their original investment, in what I remember was a locally ran US TV spot, by converting it in to this viral campaign. I�m sure I remember this ad went out about 6 months ago on some US networks.


Posted by: PokerMan on August 24, 2005 1:02 PM

That's almost as lame as the coq rock ads.

Posted by: jojo on August 24, 2005 1:14 PM

You're almost as lame as the coq rock ads.

Posted by: bob thunder on August 24, 2005 1:37 PM

Damn, then he must be lame, because those Coq Roq ads are the lamest.

Posted by: Vito Corleone on August 24, 2005 2:25 PM

this feels like a regular commercial. instead of the action route maybe they should have gone the sex route for better viral. you know leprechaun as pimp asking the ladies if they want to taste his lucky charms..."yo, baby, they're magically delicious."

Posted by: Juan on August 24, 2005 2:25 PM

Here's the thing with 'viral' ads. They're only 'viral' if people think they're cool enough to pass along to their friends. This does not fall into that category. From the looks of Asa Bailey's site, they're really good at putting lame commercials on the web and then labeling them 'viral'.

This is so bad it's embarrassing to the advertising business. And that's hard to do.

Posted by: Voice of reason on August 24, 2005 4:31 PM

"The video has been seeded to 250,000 U.S. students and 20 somethings."
What does that mean? 250,000 e-mails have been sent?

Posted by: Kurre on August 25, 2005 5:36 AM

Slapping a bad TV spot online doesn't make it viral. Unless it's got Paris Hilton washing a car in a bathing suit. Now that's viral.

Posted by: Uncle Dick on August 25, 2005 9:33 AM


Loosely, yes. That's what it means. Efforts where made by AsaBailey to get this thing out to 250,000 people. Seeding is a term used in viral marketing to describe distribution. Seeding...as in planting seeds and they will grow/spread.

Posted by: Steve Hall on August 25, 2005 10:09 AM

But it worked, didn't it? We are talking about it people are talking about it... There is buzz, negative or otherwise might get people to buy cereal.

"Some people talk a good game. And then there's those few who not only act on their hunches, but they are totally committed to seeing their vision come to fruition---and will build the appropriate team(s) to make sure the job gets done right. Pesach Lattin is one of the few people that I can actually count on to deliver..." - Steve Zuckerman, Founder Global Entertainment and Media Summit
"Pesach Lattin has been an industry wide personality for many years. Those in the know...'know' Pesach. We have worked with Pesach in the past and have always gotten a fair shake, and we will continue to work with him. Pesach is an industry insider and one of the most informed and knowledgeable people in this industry" Jason Wolfe, CEO Direct Response Technologies, Inc.

"I have a long and ongoing professional association with Pesach. I can honestly say that besides being one of the unique leaders in the online advertising industry, his focus on ethics is borderline obsessive." - Lydia Sugarman, Principle of Private Label Interactive.

Posted by: Pace on August 29, 2005 10:23 AM

Sounds like a regular commercial.

Posted by: Anita on November 25, 2005 10:35 AM