Creepy Old Spice Video Ad Wins “Worst Video Ad of 2008” Award

the creepiest online-video ad of 2008A Pegasus-like horse-plus-man guy is hanging out in the shower talking about how he’s two things at once. It’s a creepy video ad, topped only by a creepier website that loops his voice.

I present you with the “double-impact” campaign for Old Spice’s Red Zone Body Wash Moisturizer. It’s based on the laziest marketing proposition ever: Trying to distinguish a product as being “two things in once” is like launching a car that appeals to “emotion and logic.” We haven’t heard that before.

It’s not unique, ownable or differentiating, and it’s made worse by the painfully dull and awkward creative… Not funny, somewhat disgusting, and memorable only in how freaky it is.

We give it the “WillVideoforFood Worst Video Campaign of 2008″ award. I dare you to top it. Old Spice would have been better off maintaining its positioning as your grandfather’s deodorant.

And you have to love that the URL from the ad (which caught my eye on The Onion)…

http://www.oldspice.com/doubleimpact/?banneractuallyworked

That says a lot about the agency’s confidence in its banner redirect technology, doesn’t it? I dare the agency responsible for this to raise its hand. Anyone? Anyone?

Former Top YouTuber Leads Vlogging Revolution

Vloggerheads launchesFor months, YouTube Cewebrity Paul Robinette (Renetto) has been posting video blogs (vlogs) about his discontent on YouTube. He has criticized the site for how it handles the small but vocal video community, and has stirred up drama with the grace of an Olympic gymnist.

In the past few weeks, Robinette quietly launched Vloggerheads.com with 250 plus fellow vloggers. I previously reported that he was launching RenettoTube (see site), but apparently he had some help from branding experts.

The site, which was created using ning, is by invite only (info@renetto.com), and has already banned at least one controversial YouTube poet. The site has rules of ettiquette and is working to keep out unsavory “haters,” “trolls” and “pedophiles.” Fortunately that crowd has its own site (utubedrama.com). And don’t pretend you don’t surf for your name there weekly.

Renetto, who shaved my head years ago when I desperately wanted to be him, once topped the charts of YouTube but has fallen down the top 100 even faster than Nalts (which is rather sad given that I “jumped the shark” more than a year ago).

Renetto is loved and hated, but often the subject of discussion (see outtake clip that spoofs Renetto from a video I shot this week with YouTube Whore MrSafety). He’s best-known for his Mentos parody (nearly 10 million views) and was quoted regularly in the early media coverage of YouTube. In late 2006, Robinette rallied in support of YouTube-challenger Live Video, then changed his mind and brought about McCarthy-like challenge to those who abandoned YouTube (and took great pride in helping unravel LiveVideo). See NY Post article for more.

Vloggerheads is being listed as a “placeholder” site with larger goals. However it’s already attracting some of the YouTubers who don’t have top rankings but are staples among the inner circle of a vibrant community. My “poster child” of the online-video community (Nutcheese) is already addicted and that’s slown down her visits to Stumble! by 26%.

With just 800 videos to date and no apparent revenue model, Vloggerheads won’t soon be a threat to YouTube. But it’s an alternative virtual city where “hard core” community members are gathering, debating, communing and creating drama…

A smaller pond for those feeling lost in an increasingly commercialized YouTube?

Here’s my social commentary on vlogging. I wasn’t too sarcastic was I?

P.S. A reporter from Wired.com contacted Paul and said she heard about him from Nalts’ blog. That’s the power I have in media. Like TechCrunch I can make or break a company. Arington eat my pie hole you viralvideovillain promoter.

It’s Kevin Appreciation Day! Hurray!

Thanks Kevin for being such a charming and righteous guy!

You are truly one of the nicest and funniest people on the net and we or rather I don’t show enough appreciation for all you do to keep us entertained, out of trouble and off hard drugs, but you do! And most of all you are a stand up guy and it’s not said often enough, I don’t think. So thanks again for everything and I promises I will never hack into your blog again.

So Nation of Nalts pass the beer and give a cheer,
dig deep down to the bottom of your silly human hearts,
say something genuine, not too queer and not to smear
and please, oh, please be smart,
hold back the venom
hold back the onions
that gives you the urge to… beg for a mint.

On NBC Today Show… this morning. maybe.

Greetings boys, girls and willvideoforfooders!
I’m your substitute, I mean “GuestOfNalts (.)” today 🙂

As you know this self proclamied viral video genius, Kevin ‘Nalts’ Nalty, started talking to himself early on, as we see in several of his more delightful films: here, here, here, here, here, here, here, here, AND here!

WHEEW!

Kevin has developed a number of personalities, alter egos and of course clones over the years. This is me here in my pre-natal state along with my other clone brothers and sisters. And here is the first generation of a Nalts’ Clone. As you might have guessed he didn’t quite make it. Unfortunately, he was unable to grasp the finer points and magic of editing and fell into a very tragic incident involving a can, the local trash collector and the very large trash collector’s truck. Since, much progress has been made and as you can rightly read I am one of the current generation ‘CloneofNatls’. However, we do prefer being called ‘Spawnsof Nalts’. We have advanced far more than the initial copy, even though we still titter on lame.

As a copy and a real live SpawnofNalts it is my position to make sure that anything Nalts does or thinks when indisposed makes its way to the beautiful eyes of his darling readers, fans, lurkers and all the rest of you, ASAP!

Tomorrow (July 9), on NBC’s Today show in a segment called “Frustrated Fliers.” The interview was shot in NYC yesterday and prompted by “USAIR Sucks” and not “Crawling Through Airport.” See if you can spot the original Nalts at the airport. If not, enjoy these little vignettes to make up for the possibility of a brown out we predicted in NYC. If you missed it because you just couldn’t drag your lazy ass out of bed before 11am, you know who you are, and barring some possible genetic or technical malfunction, me and all the other SpawnsofNalts will try our best to accommodate Today the day after yesterday or sooner right here!

Oh, and bring a clothes pin!

Nalts at the airport Today!

Be glad smell-a-vision never took off!

END TRANSMISSION

Kevin is a poopie head

!

discuss!

“Secrets of Viral Video Marketing” at Yahoo! Conference

Your Uncle Nalts will be talking about viral video and marketing at the Yahoo! “Big Screen, Little Screen” event July 9 in Toronto, Canada. My topic is “The Secrets of Viral Video Marketing.” The funny part is that I was a late edition because Dan Ackerman Greenberg couldn’t make it.

Seriously. I couldn’t make something like that up. In case you don’t recognize the name, he’s the guy who wrote the TechCrunch article about how marketers can “game” YouTube with fake thumbnails, fake comments, et cetera. This blog called him the Wicked Witch of the West to my Glenda the Good Witch, and that’s something you don’t soon forget.

Dan- do you want me to renew the URL I parked (www.viralvideovillain.com) pointing to your LinkedIn page?

P.S. Y’all like the new masthead designed by The Most Excellent Gage Skidmore? He’s with Cosmic Flight.

willvideoforfoodnewbanner

Sponsored Fun or Selling Out? Comedy Duo On Road Trip for Plop, Plop, Fizz, Fizz.

rhett and link buffet songRhett and Link, comedic video amateurs, are mountaineering above the overhang of “The Great Cliff of New-Media Sponsored Advertising.” They’re harnessed to each other with a taut rope, knotted with creativity. The friends swing effortlessly to the next hold in a pendulum traverse. Rhett knows the objective danger as he firmly grabs his nub, and Link’s total attention is committed to spotting him. Their eyes lock, then gaze slowly down upon the falling spree at the mountain’s base. It would be a perilous drop to their death (is that ZeFrank’s skeleton?). But they both smile, knowing full well that they’ll live to see another climb.

[Editorial addition 6/20 9 pm EST: Rhett and Link have an insightful comment below] In their latest celebration of corporate sponsorship, the singing and acting duo present this hysterical video called “The Buffet Song.” It’s a song parody about all-you-can-eat buffets. Now there’s *every reason* I should have known this was a sponsored video:

  1. It was clear on the video’s description and it was a reply to a video about the Alka Seltza tour.
  2. I received this from them via e-mail, and it was explained as a video that it’s part of their of “Great American Road Trip Series” sponsored by Alka Seltzer.
  3. Heck I even last week agreed via e-mail to meet them in Philly (Pat and Gino’s Cheesesteaks) for a video that they said was part of some Alka Seltzer series. They wrote, “It’s part of our Alka Seltzer road trip gig…. We’re still developing the angle so if you’re interested, you can weigh in as we develop it.” I took that as a fun challenge, and began soliciting others to collaborate. See- sometimes it’s not all about the money. Maybe they’ll have free samples.

But then, like, Yipes, Scoob… I opened this video above, and all of that awareness vanished — just like those pain pangs of overindulgence when met by a delciously effervescent glass of heartburn and indigestion medication.

In fact, I’d like to take you sequentially through my experience, which is something I can’t stand in a conversation. I’m always telling my wife, “you’re burying the lead again, Jo… I don’t need to know about how much change the post office gave you before the freak you saw on the way out. Just tell me about the freak.” But now I digress…

To read about my sequential experience wrapping my small brain around this video campaign, click MORE (bottom left corner of this blog – right above the “share” link”). Trust me, it’s worth it.

alka seltzer

Continue reading “Sponsored Fun or Selling Out? Comedy Duo On Road Trip for Plop, Plop, Fizz, Fizz.”

Pratfall Spices Up Viral-Video Panel

Guy falls on stage during panel about viral videoSo I took a deliberate spill while hosting a panel at Streaming Media East called “Creating and Promoting Amateur Videos.” Paul Kontonis, CEO of For Your Imagination, screamed like a teenage girl, but was one of few people that realized it was a joke.

The fall is 1 minutes and 9 seconds in. Warning: Per my YouTube video today explaining this, when you do a pratfall that people think is real, you’ve backed yourself into a corner. If you say “I was just kidding,” you simple make it look like you’re saving face. So I didn’t bother to explain.

You actually may want to watch more of this video because it explores what makes a video viral, and how marketers and amateurs can promote their video using online video sites and blogs. It was an all-star cast (except me): Paul Kontonis, CEO, Co-Founder, For Your Imagination; J. Crowley, Founder, Black20; Ben Relles, Founder and CEO, BarelyPolitical.com (the guy who created Obama Girl); and Kip “Kipkay” Kedersha, Viral Video Producer, Metacafe Top Producer.Here are the rest of the Streaming Media Videos, including a session called “Young People’s Attitudes Toward Online Video,” which includes Dylan of Dylan’s Couch (CinemaFreaks on YouTube). And be sure to comment on the “For Your Imagination” blog. Something like “Nalts is a genius. I can’t believe you signed Xgobobeanx and not him.” And thanks to Jennifer and TubeMogul.com for help embedding this (I finally installed a “Raw HTML” WordPress plug-in so I can insert widget thingies and other Web 4.0 things).