Tippex Ad

This ad for Tippex has been doing the rounds on the usual blogs and generated nearly 11 million hits on Youtube as it allows fans to interactively decide what a 'hunter' does to a bear. Following in the footsteps of Burger King's Subservient Chicken, you control a hunter in the ad for the correction fluid. The ad agency responsible is Buzzmen.

Comments

[Jonathan]

I loved this campaign. But I felt that there were some instances where they fell short. What do you think? http://bit.ly/ceTdAc

[Ed]

Hi Jonathan - I think you've definitely got a point, facebook and twitter have certainly increased the speed at which information and news stories are spread, and it's something that can benefit the advertising industry or damage it, depending on the execution of the individual campaign. The challenge as you say, is to make the project as compelling and engaging as possible, ideally leaving a lasting impression. Receiving such an instant reaction from the audience seems to result in the poorly executed being almost instantly forgotten and the great ads becoming modern classics.

I think you're right when you say the branding is less obvious in the Tipp-Ex ad, the only direct interaction and demonstration of the product is at the beginning at the ad, but that said, it does remain in top right of the screen as a constant reminder - which for me is enough - so I don't think continued use throughout is necessary. I agree that a link to a website or microsite with more info on the product wouldn't do any harm, especially if you have no concept of the products purpose.

For me, the campaign benefits from its simplistic approach, it's a pretty simple product and the fact its received 10 million views is mainly due to the fact the audience isn't bombarded with info about Tipp-Ex; the concept, story and interaction are key to its success. I don't imagine everyone who's seen this ad will go out and buy the product or even know what it does, but the amount of attention it has generated will either remind existing users to stock up or those unaware to find out what all the fuss is about.

The Cadbury televison advert featuring a Gorrilla playing the drums had no obvious link to the product, no demonstration of how to enjoy the product or idea of where to purchase the product but the amount of hits it received and the press attention it generated must have increased the awareness of the brand and I imagine had a direct effect on sales... is this not the result of a successful campaign?

http://www.youtube.com/watch?v=4tdVrACpz4c

[rm]

OH MY GAWD. this is amazing*

*way more amazing than the moustache you grew to raise awareness for cancer