I like the way Ray Ban is doing viral. They’re being fairly transparent about it; through their Never Hide Films they’re not trying to outright mask who they are but they’re also not veiling it so thinly that they come off as ignorant of how viral works. There’s nothing worse than a “viral vid” that ends with a button shot on the logo. Then it’s just an ad that someone’s put online. Although it’s an ad trying to cloak itself into something the company clearly doesn’t understand, and that’s just brutally, horrifically lame.
For Ray Ban the whole thing is mostly working: that vid of the guy flipping sunglasses onto his face has got about 4 million YouTube hits and the vid of the cow giving birth to a dude got 1.8 million. Although, when they tried to go a bit more high budget with their lame-ass vid of the guy with the 13-scoop ice cream cone it was total fail (read: 12,000 hits), so there’s always room for a little improvement.
Their latest vid, “Super Chameleon”, is right up my alley. If for no other reason than it stars nature’s most awesome reptile – the chameleon. It’s alive and it changes colours. You don’t need anything else, people. If shape+colour had a reptilian mascot, it would be a chameleon. Hopefully it would be this chameleon, cause he’s obviously into electro…
Thanks to Abby at Current for the tip