Thursday, March 23, 2006

:: viral :: Bad ass

+ Could this possibly be one of the worst examples of how to do a viral ad? I think so. Brand Republic writes about it, which I find somewhat shocking. Nothing good to write about today is there?

For those who don't know:
The campaign backs the new, 2006 model Renault Megane, which is being promoted with an above-the-line campaign based on the theme "still shaking it". Groove Armada's 'I See You Baby' first appeared in ads for Renault Megane in 2003, drawing dozens of complaints from viewers who said that the ad encouraged children to copy the bottom-wobbling of the ad. The campaign, created by Publicis, has continued although a 2004 ad was banned after more than 200 complaints that it made fun of people with Parkinson's disease.
And now you know. The problem with this that makes it a bad viral is that it's not really something people would pass along. Perhaps a young target audience below the age of being able to drive might find this amusing, but pretty much any other age group wouldn't. Especially the age groups that are making auto purchasing decisions. Quite frankly I'd be embarrassed to pass this on to someone I know. Not a good way to make something "viral".

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