I'm pleased to present the 96th edition of the VideoNuze Report podcast, for April 22, 2011.
In this week's podcast, Daisy Whitney and I discuss 2 new video ads that I recently wrote about, the Desperados Tequila Flavored Beer ad on YouTube, and the Evian "Baby Inside" ad. I thought they were both highly creative and offered great opportunities for viewers to become involved. On the other hand, Daisy did not like either one, the Desperados ad because it required too many actions, and the Evian ad because she's averse to the images of adult heads on babies' bodies. As Daisy explains, often she just wants to enjoy ads as entertainment, rather than be required to act.
Daisy draws an interesting distinction between "interactivity" and "engagement," two concepts that are often used interchangeably. But as Daisy points out, many ads incite deep engagement while not requiring any interactivity. I can relate to the point as I found myself very engaged with "The Force" Super Bowl ad from Volkswagen, though it didn't include any interactivity. The larger point is that even though opportunities now abound for brands to immerse users in online experiences, more than ever they need to strike the right balance between pure entertainment vs. requiring to users to act.
Click here to listen to the podcast (12 minutes, 20 seconds)
Evian has released its latest online video ad - "Evian Baby Inside" this week, and once again it has cracked the code on executing a memorable, engaging, and likely-to-go-viral campaign. Baby Inside follows Evian's hugely successful "Roller Babies" ad from 2009 which has already racked up over 38 million views on YouTube. Both ads are part of Evian's "Live Young" theme and were created by the agency BETC Euro RSCG.
In the new Baby Inside campaign, a series of adults are shown dancing while wearing white T-shirts imprinted with the body of one of three different babies on them. By using stop-action and quick cuts, the viewer's eye quickly acclimates to the adult heads becoming one with the babies' bodies. It's very compelling concept and the catchy soundtrack further embellishes the experience.
VideoNuze is the authoritative online source for original analysis and news aggregation focused on the burgeoning online video industry. Founded in 2007 by Will Richmond, a 20-year veteran of the broadband, cable TV, content and technology industries, VideoNuze is read by executive-level decision-makers who need to get beyond the standard headlines and achieve a deep understanding of online video’s disruptive impact.