To review from Part One, a good viral video should have…
So how come this video took off last year?
Uniqueness: Oh yeah.
Portability: The video went viral, the audio from the commercial did not. Part of that is because we humans respond more to sight than we do sound, part of it is because of the “sweater full of mischief” seen in the video, but part of it is because there’s no good platform for viral audio right now. You want audio? Get a podcast.
Humor. Oh freakin’ yes. Funny as all get out. Hilarious. Stunningly hilarious. Brilliantly hilarious. And it’s even better because it takes the same emotions we apply to warm fuzzy animals and applies to cold plastic and steel. I’m in awe. The guy or gal who did this needs to sign with Sattchi&Saatchi or Deutsch LA, and quick.
Visuals: See comments under portability.
Video games: No, but it does use a pre-existing meme, the tear-jerker pet adoption ad, which is essentially what video-game related memes do.This ad takes a pre-exisitng cultural icon and give it a new twist. This is why the zombie meme sorta works for the firearms industry: They take a pre-existing item on our cultural radar and tag along for the ride. Unfortunately, no one is doing that in a humorous way yet, and believe it or not, zombies and humor mix VERY well.
Bottom line, if the gun companies want their stuff to go viral, it’s time to put down the tactical gear and pick up the clown nose. Guns (when used safely) are fun. Shooting stuff is fun. Gun owners are funny.
Gun advertising? Not fun at all. And the sooner gun companies realize this, the more money they’ll make off the internet.