"I think it is viral, cause after seeing it, I feel a little sick"

4 August 2006

Hats off to Sam who posted the comment that provided the title for this post at Adfreak as people like Steve Rubel got all worked up about an ad agency making a video for YouTube in a desperate attempt to win the account for sandwich shop Subway. Various people burst out in howls of outrage at how Subway's brand would be damaged by these people posting a pitch video. And half the rest argued over whether it was a viral video or not, on the basis (paraphrasing slightly) that they don't suck and not because people email them to each other.

All I can say is that I wasted a good four minutes watching this - I didn't last the full nine and somehow I doubt that Subway will either unless they have bottomless patience for people declaring how far out of the box they can think. I have to confess, the cringeing horror of watching people make an arse of themselves in front of a video camera in true reality-TV style was absent. They were too dazzingly boring for that. Only one brand got damaged here and it wasn't Subway. People buying ad-agency time and 'ideas', you have my sympathy if this is the guff you have to watch. I'll wait a while before complaining about Powerpoint presentations again.


You've just discovered a new marketing phenomenon: viral You Tube videos as promotional vehicles for PR and marketing agencies.

Edelman: http://www.youtube.com/watch?v=wHj3oy6U2QE
Weber Shandwick: http://www.youtube.com/watch?v=Vpu7DFEl1WE

I'll leave the deconstruction to you.

On the plus side, they're not pitches. On the minus side, well it's another five minutes of my like I can't get back (although they are arguably all better done than 90 per cent of the user-generated stuff on YouTube).

Compared to this lot, Tony Kaye really does produce art.