Video Ad Campaign Hall of Fame: Our Blades Are F***ing Great

Becoming an instant billionaire? Sounds f***ing great.

Yesterday, Fortune announced that Dollar Shave Club, a startup that ships razors directly to subscribers’ homes each month, sold to Unilever for a whopping $1 billion.

The Dollar Shave Club brand exploded into the public consciousness in 2012, when the company released what can only be described as an exercise in absurdist advertising.

The video ad—which features Dollar Shave Club Founder Mike Dubin, a man in a bear suit, and the f-bomb—has almost 23 million views on YouTube. The success of Dollar Shave Club and their Little-Ad-That-Could confirms what great advertisers have been saying all along: advertising and playing it safe have no business being together.

As David Ogilvy, described by some as the Father of Advertising, famously said: “Don’t bunt. Aim out of the ball park. Aim for the company of immortals.”

Dollar Shave Club certainly hit it out of the park. Dubin, who has a background in improv comedy, explained that he wrote the ad in an attempt to stand out from brands that take themselves too seriously.

He said, “The world is filled with bad commercials and people who are marketing too hard. I think what we wanted to do is not take ourselves too seriously, and deliver an irreverent smart tone.”

This irreverence has certainly inspired copycats. The Dollar Beard Club, which claims to be the manlier alternative to the Dollar Shave Club, piggybacked off of Dubin’s great idea and gained quite a following of their own.

2 million views? Not too shabby.

There is something to be learned from both the Dollar Beard and Dollar Shave Clubs. First, if you see a strategy that works for someone else, try it out: there is a chance it will work for you too. There is no shame in learning from the success of others.

Finally, take risks. Be irreverent. Dust off that old sense of humor and try it on, even if it’s a bit strange and you’re worried it will weird people out.

If you’re feeling exceptionally brave, you could even try to float some puns. It seems to have worked for the Dollar Shave Club.

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Each Thursday, the Viddyad team will choose a new commercial to add to our Video Ad Campaign Hall of Fame. If you have any nominees (video advertisements that made you laugh, made you cry, stood the test of time, or made you go “WHOA”) let us know! Comment below or shoot us an email at social@viddyad.com.

Image Source: http://bit.ly/2a29PLr

Video Ad Campaign Hall of Fame: Generic Brand Video

An old adage tells us that laughter is the best medicine. It’s also the best relief during tense discussions, the best way to appear friendlier than you actually are, and the best way to seem cool even after you trip in front of a bunch of people.

Most importantly, laughter is the best way to build an emotional connection with others. Funny video advertisements have the ability to generate warm feelings and a sense of camaraderie between advertiser and viewer. Advertisements that make people laugh tend to be tweeted, retweeted, replayed and remembered.

One such advertisement is Dissolve’s “This is a Generic Brand Video,” which won the 2015 Shorty Award for Best in B2B (business to business). The Shorty Awards honor the most influential voices in social media, which is a pretty big deal considering how important social media has become in the life of the modern consumer.

“This is a Generic Brand Video” pokes fun at formulaic brand advertisements, which have a predictability and absurdity that may not be apparent upon first viewing, but which nevertheless seem familiar when Dissolve points them out:

 

Dissolve’s video is a good reference point for advertisers who want to see what to do and what NOT to do. The use of cliches and the lack of sincerity or logic in advertising, which Dissolve is making fun of, should be avoided at all costs. Viewers are smart and tend to notice when an advertisement is disingenuous. When making an advertisement, companies should stick to what’s true, and not just what they think viewers want to hear.

When making a video ad, consider using Dissolve’s tactic of sharp humor. This video is impactful because it doesn’t insult viewers’ intelligence; in fact, it makes it seem like Dissolve and viewers are in on a joke together. Most interestingly, the use of humor covers up the fact that the video is itself an advertisement. Through this video, Dissolve is able to gain brand recognition, free publicity, and hits to their website, all while giving viewers a good time.

 

Each Thursday, the Viddyad team will choose a new commercial to add to our Video Ad Campaign Hall of Fame. If you have any nominees (video advertisements that made you laugh, made you cry, stood the test of time, or made you go “WHOA”) let us know! Comment below or shoot us an email at social@viddyad.com.

Video Ad Campaign Hall of Fame: Daisy Ad

There are some video advertisements that our eyes see but our brains don’t register. There are some ads that we forget as soon as we see them. Other ads may have a catchy jingle that gets stuck in our heads for awhile, or even a slogan that we can recite years later. And then there are the ads that stick with us forever; that capture us, move us, and change us. The Daisy Ad is one of those ads.

 

Released in 1964, the Daisy Ad was the mother of the modern political attack ad. The advertisement was made for the presidential campaign of Lyndon B. Johnson, who had entered the oval office in 1963 when JFK was assassinated. In 1964, he was defending his presidency against Republican candidate Barry Goldwater.

Before the Daisy Ad, presidential candidates weren’t expected to exchange the vicious, emotionally-charged attack ads Americans are accustomed to these days. Take, for example, JFK’s 1960 presidential election ad:

 

It’s a cute tune: that’s for sure. But if presumptive 2016 presidential candidates Donald Trump or Hillary Clinton ran an ad like this, they’d likely face the wrath of endless internet trolls. (Don’t believe us? Ask Mitch McConnell.)

Political ads today have some teeth to them. More importantly, they have the ability to tug at viewers’ most powerful emotions, like anger and fear. For this, we have the Doyle Dane Bernbach ad agency to thank. They are the masterminds behind the Daisy Ad, and since they hit the scene, the ad world just hasn’t been the same.

According to the Smithsonian Magazine, the DDB agency had a policy of treating advertising like art, not science. The founder of the company would tell his employees “Playing it safe can be the most dangerous thing in the world, because you’re presenting people with an idea they’ve seen before, and you won’t have an impact.”

The DDB agency truly practiced what they preached. The Daisy ad had the impact of, well, an atomic bomb—not only on the political advertising landscape, but on the hearts of viewers. The ad made such a big impact, in fact, that the advertisers only had to pay to broadcast it one time; after that, the news networks picked it up and played it for free.

So, how can you make an ad that’s as powerful as the Daisy ad?

Prioritize pathos.

Appeal to the emotions and values of viewers, instead of simply their logic. Yes, your product or service may have many convenient and practical features. But there is also something about your business that will pull on the heartstrings of your viewers. Maybe it’s that you took over the company when your father or mother passed away. Maybe it’s that you give a percentage of your proceeds to charity. If you can remind viewers of your goodness—of your humanity—then your advertisement will have the impact of the Daisy Ad (sans atomic bomb).

Each Thursday, the Viddyad team will choose a new commercial to add to our Video Ad Campaign Hall of Fame. If you have any nominees (video advertisements that made you laugh, made you cry, stood the test of time, or made you go “WHOA”) let us know! Comment below or shoot us an email at social@viddyad.com.

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Image source: http://nyti.ms/297mqdL

 

During the World’s Biggest Sporting Events, Advertisers Aren’t Playing Around

Monday was Ireland’s first match in the Euro 2016 games, and the Dublin Viddyad crew cheered on our Irish boys in a pub near the office.


As a company that lives and breathes for advertising, we couldn’t help but wonder: how much does it cost to run an ad during a major sports event like the Euros? There had to be thousands if not millions of people across Europe who, like us, dropped everything (i.e. work, responsibility, family, friends, pets) to give their full attention to the games.
To the television networks, the intense viewership that sporting events inspire means a titanic payday. For advertisers, who are trying to reach the millions of eyeballs glued to the TV, events like FIFA and the Super Bowl are worth dropping some serious cash for.

Euro 2016

RTÉ, the leading broadcaster of the Euros in Ireland, charges €122,500 (about 137,000 US dollars) for eight halftime commercial spots. That’s $17,000 per 30-second ad. These spots occur during the matches with the highest viewership, including Monday’s Ireland v Sweden game.
If brands are paying that much money for their halftime slots, they better make each second count. Check out how the cell phone company Three Ireland geared their Euros commercial to the Irish fanbase:

(note the people wearing green shamrock eyeglasses. What could be more Irish than that?)
Three Ireland is the main sponsor of Ireland’s Euros team. For them, the high pricetag must be a small price to pay for so much exposure. When appealing to potential ad buyers, RTÉ promises that the Euros will be “one of the most exciting and most watched events of the summer.”

The Olympics

The Olympics are another chance for networks to reap the benefits of high viewership. For the London 2012 Summer Olympic Games, NBC charged $725,000 per 30-second ad slot during prime viewership hours (8-11pm). That’s over $24,000 per second.
With viewers tuning into the Olympics around the clock, advertisers have their chance to make their mark. Check out this popular ad from the Sochi 2014 Winter Olympic Games:

(These aren’t tears, it’s just dusty in here)

Super Bowl
In the US, the Super Bowl is king. Companies stumble over each other like linemen to get the prime TV ad spots. In 2016, a 30-second Super Bowl ad could sell for as much as $5 million dollars. That makes the cost of buying a Euros slot look like pocket change.
The best Super Bowl commercials can be talked about for days and even weeks after the event is over (especially if they feature Kevin Hart).

FIFA World Cup
Like the Olympics, the World Cup grabs the attention of viewers worldwide. During the 2014 World Cup in Brazil, the Brazilian TV network Globo earned a total of $600 million from just eight companies who wanted total advertising dominance during the games. The eight companies each paid $75 million for sponsorship of the Cup, which included 451 30-second commercial slots and hundreds of chances to have their names dropped by announcers.
Viewers of the World Cup in Brazil were bombarded by ads for the same eight companies. To keep people from getting bored, the advertisers must’ve scrambled to generate new and interesting content for viewers. Here is one of TV ad gems from 2014, made by World Cup sponsor Coca Cola:

(It’s a bit similar to the Three Ireland commercial for the Euros, don’t you think?)
Though the cost of advertising during major sporting competitions ranges from a few thousand dollars to a few million, it’s clear that companies get what they pay for: huge brand exposure. If you’re a small business like us, one thing’s for sure: advertising during a major sporting event means entering the big leagues.

To create a video ad online in minutes, visit viddyad.com.

 

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Photo source: http://bit.ly/1OrM7Hn

Top 5 Viddyad Videos of the Week (Jan 17th)

We love seeing how our clients create stunning professional looking ads everyday. With Viddyad, you can easily create and a video ad and share it with your colleagues – all for free. You only need to pay when you’re happy with your video, then we remove all the watermarks and produce it in a much higher quality and bigger size for you to download.

Kicking off our first ‘Feature Friday’ blog are Creative, Acumen, Complete Laboratory Solutions, Afluria and Galway Maths Grinds. Each of these video commercials were created for free on viddyad.com.

1) Creative
Creative-Logo

The Sound Blaster AXX 200. The Intelligent Wireless Sound System.

Creative SoundBlaster video

→Video ad link →Website →Twitter: @creativestore

2) Acuman

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Acuman Project Management is a dynamic team that has experience in many areas of project and construction management.

Acuman video

→Video ad link →Website →Twitter: @AcumanFM

3) Complete Laboratory Solutions

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CLS, an Irish contract laboratory, is the leading provider of sampling and analysis to the food, environmental, pharmaceutical and medical device industries.

Complete Laboratory Solutions video

→Video ad link →Website →Twitter: @CLS_LABS

4) Afluria 

Afluria logo

Afluria is an inactivated influenza vaccine indicated for active immunization against influenza disease caused by influenza virus subtypes A and type B present in the vaccine.

Afluria video

→Video ad link →Website

5) Galway Maths Grinds 

Galway Maths Grinds are currently taking bookings for students up to junior cert and leaving cert level Maths and up to leaving cert level Applied Maths and Physics.

Galway Maths Grinds

→Video ad link  →Website 

All of the videos above were created for free. Have you tried to make a video ad yet? Try it now on viddyad.com.

Below is a playlist of completed premium video ads. Take a look and see what you could achieve in just a few minutes.

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