According to Ad Age, about a third of the views for this video come from parodies. Viewers saw this goofy video, then proceeded to create their own. Even SNL created a version on their show.
Although the copy was questionable, and the video direction, this commercial did what it was what it needed. It got the Chanel name out there in a funny way that interacted with its customers. There are more than 20 spoofs floating around the Internet.
But did this awkward move work out in Chanel's favor? Yes. Think about all the videos on YouTube that are parodies. How many Call Me Maybe videos by Carly Rae Jepsen are out there? At least 50 fan-made videos. Another that sticks out: Like a G6. Like It's Quidditch (the Harry Potter parody) has over 5 million views.
Dad always used to tell me, "Imitation is the sincerest form of flattery."
Read the Ad Age article here.
I remember seeing the commercial and being completely confused. But as soon as I saw it was for cologne, I understood. I think scents are the hardest things to sell. It's so hard to describe how sexy your man will smell, but showing Brad Pitt doing just about anything gets the point across. I love random ads like this. They get people talking... and isn't that what ads are supposed to do? Thanks for the read Cassie :)
ReplyDeleteBeing an IMC Graduate, I can understand where Chanel was going and what they wanted to convey with the commercial. Being that it was so confusing and so many parody's have been made, I feel that the effect of the ad, and the product, is going to be tarnished and the effect not one that Chanel wished to see.
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