The Viral Video Awards sponsored by Ad age took place in New York earlier this week and, among the usual suspects (Samsung, Dove’s ‘Real Beauty Sketches’, Anomaly’s winsome Budweiser puppy) was this winner, ‘2.30 Horror,’ of the ‘most-shared’ category (6.9m social media shares) from College Humor for 5-Hour Energy, an energy drink.
Ad Age is spinning the awards as ‘best brand storytelling’ which, I suppose, is what they are. But it’s a bit like the current furore over ‘content.’ WPP’s Sir Martin Sorrell was banging on about it at Advertising Week Europe, saying WPP had the advantage over Google because of its content. Google has the advantage over everybody, Martin, because we all use it hundreds of times a day.
Content has been with us for ever: ads (aka brand storytelling), programmes even the cheesy joke in a Christmas cracker.
Speaking of content, do the contents of the pulchritudinous heroine’s shirt in the College Humor film have anything to do with its popularity? It seems about three sizes too small.