The subject of "viral videos" is one that hinges on the absurd, more than often than not. Every agency person jokes that clients simply ask "make me a viral video" or "get some viral for this video we made." While clients don't understand why some things reach zeitgeist level and others simply don't. It's the same conversation we all had with our parents about what defines "cool." If you think you're cool, you're not. If you don't care, suddenly you're cool and there is simply no way of knowing if something is cool until you release it to the world and they determine it to be "cool."
So what Smart Water has decidedly done is try to go "meta" on the whole concept. Let's make fun of viral videos, while building one ourselves. They even went as far to include the "internet geeks" that apparently came up with the concept, or otherwise determine what is "cool" online.
It's very easy to poke fun at this video, and I believe that's what Smart Water wants us to do, but there are two distinct strategies that I think make this a smart play - no pun intended.
First off, they had fun with their brand. If you want to reach the highly-coveted 18-34 demographic you need to do something different, you need to break through. One thing about this segment is that their bullshit detectors are highly evolved. They can sniff out advertising or masked advertising from the onset. So be real, be upfront and make fun of yourself as a marketer. Instead of trying to come up with the next brilliant viral video idea, instead of doing "what Old Spice did," they turned the model on it's head and simultaneously made fun of all of the viral video stunts, as well as themselves. Mixing in Jennifer Aniston, simply means that you have added credibility and/or watchability to this creative execution.
The second strategy or aspect to this execution that I absolutely love is that it's 3 minutes long. Brands need to stop producing TV spots. I'll say that again, please stop building TV spots! TV is a vehicle and a great and powerful one, for delivering a creative idea or platform. Much like mobile, the web, billboards and radio, TV is a vehicle. When the most creative of all creative shops stop building TV spots and start working towards creative experiences, everyone (clients, maketers, agencies, consumers, everyone) will be more engaged and entertained by advertising. In the coming days, I'm sure we will see some incarnation of this 3-minute piece turned into a :30 spot, or maybe we won't. Maybe the smart people at Smart Water have done their research and know how to reach the highly-elusive 18-34 year old target. That's the beauty of building towards a creative experience versus building ads. You then have the choice to cut a TV spot, distribute online, push through traditional print or even feature on a billboard.
My Take: As one of the geeky internet guys in the video, I have to say that I approve of this effort. It's slightly bold, slightly cheesey and completely watchable. In the end, that's what will drive virality, is it something that I would watch again and ultimately tell others to do the same.
