Tuesday, February 21, 2012


Une Fille Comme Les Autres from Jalouse blog on Vimeo.

This is a smart ad for a French fashion magazine Jalouse. It is scripted in the manner of agencies making a viral video pitch to clients. What I like about it is that it mocks the whole viral pitch agencies make without appearing to do so.  

I am still surprised and bemused when clients and agencies alike in their pompousness think that their product or ad or digital engagement is going to go viral (or an idea will become ‘big ’). One would think that by now these professionals would have realized that nobody knows when (and why) something is going to go viral. 

These people seem to forget that viral is an effect, an outcome. They also seem to forget that it is next to impossible to predict this outcome. In most cases, it is on hindsight that one identifies the reasons for something becoming a viral. And that the very same reason(s) will not work another time around. 

Simply put, nobody knows anything and there is the consumer to remind them just that, time and again.



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