Advertiser: Kia USA
Uploaded: Aug 25, 2011
Viral Elements: Crazy over the top randomness.
This blog is my attempt to discover a blueprint for viral video development and in doing so, I am analysing these elements and trying to spot patterns. Analysing this ad, I have a vision of a modern Don Draper sitting in a Madison avenue creative agency deciding to take the most ridiculous, biggest, loudest and weirdest elements and mashing them together.
The ad begins with a HALO like scene where a post apocalyptic robot battle is taking place, until our KIA rocks up and halts the onslaught. And to our pure puzzlement out steps some human-sized, overweight, 80s styled hamsters (with questionable crotches). And whats the only thing that makes less sense? The robots join in.
This ad initially strikes me as vulgar, brainless and over elaborate. However if one thing is true; the figures speak for themselves. With over 11 million views to date (4.6M of the views have come from mobile devices!) – this ad has gone fully viral.
So is ‘crazy’ all you need? I hope not…