If you haven't seen Sylvester Stallone's new video ad now running on YouTube's home page for his upcoming movie The Expendables, take time to check it out it as it completely breaks the mold. It begins as a large banner on YouTube.com (see below). When you click, a standard-looking sit-down video interview between Stallone and TV personality Shira Lazar starts rolling. Pretty quickly the effects begin and you realize this is anything but a standard interview. I won't spoil the fun for you.
The Expendables ad is yet another example of how dramatically online video advertising is opening up the creative palette, allowing brands to do totally unconventional things that get shared and noticed. Another recent example was the Old Spice man ad, which itself became an online video/social media phenomenon. No doubt others will follow. For brands accustomed to operating within the narrow confines of 30-second TV ads, the world is changing fast, and for the better.
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