Virals without the interaction- Shock Value

Viral ads don't just work because they are humorous. Some work on shock value or have a certain edge to them. Some don't even make on TV because of the extreme controversy it created when it passed through our inbox.

You have probably seen it before, the Volkswagen Polo Suicide Bomber advert, sent around virally just over the internet creating a massive stir all over the world. Volkswagen are still adamant that they are nothing to do with it. Now the London based ad agency, Lee & Dan are taking the credit for the 30 second viral. There website states ' Lee & Dan Special Projects is only interested in pushing boundaries' and it's exactly what they done.

An interesting article at Computer Arts - Viral Infection- quotes:

'Lee and Dan claim they were making a “spec ad” to add to their show reel and had no plans for its wider circulation. They also say that they created the whole thing without any input, financial support or consent from Volkswagen. Once the piece leaked out onto the net, however, the pair ended up at the wrong end of a libel and cease and desist lawsuit from VW and, eventually, were forced to hand over their source material and make a high-profile apology'

Say sorry boys! Kiss and make up!

But as they say in the industry 'Any press is good press'

I do think somehow the two had some form of understand with VW and maybe pulled of an excellent publicity stunt. But forgetting all that, VW got people talking in a different way. The controversy surrounding the clip created a buzz, although some people objected to it, and whilst many others sent it, the uproar and controversy made people check it out for themselves. People offended or didn't think its right, had to see it in the first place. Like it or not, the ad got watched by everyone. Intrigued to see what everyone was talking about, people watched it. And sent it on. Creating one of the best viral advertising campaigns to date. Excellent work boys.

Here it is Volkswagen 'Small But Tough'




Another viral ad that created controversy was 'Ford Sports Ka's evil twin' ads. With the normal Ka, being so called 'cute' somehow they has to show a contrast in the Sport Ka, its evil twin.
Ad agency Ogilvy and Ford both have distanced themselves from any involvement, and say the Ad was never got the go ahead to released. Bollocks!
Working on the same principle as the Volkswagen ad, it created controversy worldwide, some say it was cruel, sparking protests from animal rights personnel. But it worked. Another great viral marketing effort.

Ford Sports Ka- The Ka's evil twin- The Cat Killer




The Pigeon Killer




I like this one because I bloody hate pigeons! and for those cat lovers, Its not real! Ford maintains:

"The action in the video clip was totally computer generated, and we would like to assure you that no animal was harmed in its making."

What both Volkswagen and Ford have realized is power of virally advertising their brand. Both demonstrate a certain shock value and absorb controversy. But this is exactly what triggers us to send it on, and on, and on, and on, you get the message! Once it is out its out. And if its good enough it will get around pretty damm quick. Do we pass? or do we pass it on?