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.
An intelligent person saying 'viral video' is like a beautiful woman picking her nose.
— Bud Caddell (@bud_caddell) January 26, 2012
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