You can't create a viral video, because no one knows for sure what will grab the public's fancy. You can, however, create a great web videos that go viral, though. We've done a lot of talk around here about creating content for the web and web videos. It's a skill set we have that flows out of our history of broadcast. It's exciting for the creative staff, because it's something we can sink our teeth into. It's not just a matter of taking the TV idea and putting it online, there is a knack to doing web video well.
Such is the case with Office Max's latest web video campaign for back to school. They have all the right elements. Quirky characters. Interesting storylines. Pranks on unsuspecting people via hidden camera. It's well cast, well executed and most importantly, actually makes a point they're about the promotion they're pitching. Basically they have an odd duck improv actor with a couple sidekicks bring in sellers of high priced collectors items and then offer to pay cash. The twist is the cash offer is all in pennies. It all ties into Office Max's penny promotion, where certain school supplies are only a penny. Here's my favorite. Be sure to check the rest of their videos, too.
Mike McClure, Exec Creative Director and video freak
thanks for the kind words about the campaign mike! glad you like.
Very enjoyable, Vinny. Keep up the good work!