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16 comments

doworkson's picture
doworkson
242 pencils

thats pretty effing awesome.

crsh1976's picture
crsh1976
14 pencils

I loved how it's seemlessly done, the "monster" coming out of the melting cellphone; brilliant.

kgeiger's picture
kgeiger
7059 pencils

I'm gonna go try that right now.

krautland's picture
krautland
3204 pencils

this is in deed a nice viral from droga but I have two issues with it. one of them is minor: the execution gave it away too quickly as something fake - the microwave table doesn't turn and the "monster" coming out of the phone is just a little bit taken too far. a bit more ambiguity might have helped. this is a small issue at best and may be ignored if you like.

the other issue - and this is my major one - is the beginning backlash against viral ads - professional ad work posing as noncommercial goofball youtube captures. look up terms like "astroturfing" on wikipedia or metafilter. an increasing number of surfers seem to be under the assumption that grabbing their attention in this way is no better than wal-mart hiring bloggers to write positive stories about them. 'fraud' is a word sometimes thrown around, 'lame' (boingboing) the much more damning one.

this backlash has not reached crucial mass until now but the tide does strike me as rising. I wonder if it is time for us to begin worrying about being the first brand to get knocked down for a viral ad.

sloppy4's picture
sloppy4
1496 pencils

interesting sky is falling theory. but i think your fears are a bit unfounded.

seeing how you tube et al weren't up and running till 2006. and with broadband penetration at around 60% in the states (which leads the world -depending on which stats you read), and with only 20% of the total world population plugged in, your astroturfing has just begun my friend.

relax. a great viral idea will always be a great viral idea. it's the modern day fart joke or fastball to the groin.

krautland's picture
krautland
3204 pencils

I don't think the sky is falling at all. I just wondered when this issue, which as you rightly stated isn't that big yet, will suddenly bubble over and become a (damaging) news story in itself. I wouldn't want my brand/campaign/client to be the first one to suffer massive blowback. perhaps you're not that concerned about your campaigns?

>a great viral idea will always be a great viral idea.

I disagree. no strategy is going to work forever and the same holds true for media usage ideas. look to radio - dead, dead, dead. television is becoming an alltogether different game than it was a decade ago. we have no idea what roles cell phones will really play. everything is constantly changing. the market value of a viral idea may very well find itself vastly diminished once people get actively hostile towards them.

note that all I am doing is raising a point. I've done and am doing plenty of viral ideas while I am writing this.

biabitch's picture
biabitch
298 pencils

"the execution gave it away too quickly as something fake - the microwave table doesn't turn and the "monster" coming out of the phone is just a little bit taken too far. a bit more ambiguity might have helped."

---agree.

Guest's picture
Guest

Well, it is fake..? So what´s the fuzz??!

Guest's picture
Guest

omg all we r looking for is wow that is mint not ya life story

BulbheaD's picture
BulbheaD
254 pencils

agree. consumers are starting to discover that supposedly consumer generated contents and even real ones (doritos, etc) are still advertising. what to do, what to do?

The madman thinks he is sane. I know I am mad. -- Pablo Picasso

joestamp's picture
joestamp
130 pencils

droga delivers once again! genius!

gienel's picture
gienel
339 pencils

OUTSTANDING, VERY done well, TRully GENIUS keep inspiring...

XTG's picture
XTG
1355 pencils

great viral!

Wordnerd's picture
Wordnerd
6662 pencils

this is amazingly well done! the end with the blown fuse and that dog barking is reeeally creepy

daniel ieraci's picture
daniel ieraci
333 pencils

Brilliant. Execution is amazing and I'm immediately thinking of who I should send this to (so it's obviously working).

kergu's picture
kergu
6785 pencils

BRAVO!!

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