Viral videos in ads
Virals are generally created by an agency and then release on public.
My question is what about exisiting youtube videos that have been slightly altered or doctored and used as part of a brand's campaign?
I'm sure there must be more, I can't think of any at the moment, but here is an example from Sweden where they took existing video of babies talking and played with it.
I think it was quite well received. Anyway, is this ok? I mean, there are many print ads which rely on allusions to pop culture and comic characters etc. Does a popular youtube video which has been altered fit into this category, or is it stealing?