Comedy isn’t strategic. True funny lives in the gut, not the mind. It’s something I’ve observed as I’ve spent time playing in both strategy and comedy of late (vote for Sure Lock!). Sure, you can argue that comedy falls under strategy, or point to comedic patterns and formula, but ultimately it’s a mix of creative content and execution that makes you chuckle – or doesn’t. Some evidence: with all the thought put into dreaming up viral ideas, you see things like this succeed:
Does it tell me something about the product? yep.
Does it make me feel good? yep.
Will I share it with friends? yep.
Does the joke make any sense? nope.
But it’s ridiculously funny.
A writer I work with wondered how that client pitch went. I’m very curious myself. What was the strategy? Regardless, I’m willing to bet – with already 10,000 views and 85 very positive comments in 2 days – this video will be referenced in plenty of wacky client pitches to come. Bring on the trumpets!
I love this ad. However, Sean and I differ on a couple points:
Worm-guy humbley states (almost in passing) how, ‘gee, I deserve to feel a little bit proud of my nutritious body’. The bruised ego of Sugar-Bear uses “trumpets” as a euphemism suggesting that Mr.Worm’s outward, verbal revelation of his own self-worth is akin to the trumpets associated with royal pomp and pagentry when a King or Queen enters a public event.
While the meaning of the trumpets comment is vague, which on only adds to the bewildering grin that forms as you first watch this add, I also think it references the classic sarcastic, smart-ass response of someone who has been bested and is left without a leg to stand on.
The health-conscious high-ground that this product is, ahem, trumpeting is one associated with better-than-thou progressives, and this add is especially brilliant because it turns the tables on those who would criticize it in a , knee-jerk defensive reaction to their own culinary indulgences of the past being called-out for their unhealthy short-comings.
Yes, this is long-winded, but I think the creators of this add deserve a little more…trumpeting…for the thought behind use of the…trumpets.
After further research (i.e. http://www.youtube.com/watch?v=FnH1RCuomZM&feature=related)
I have an adendum to my previous post.
Only that Sugar Bear clearly falls under the umbrella of products being trumpeted.
And I maintain that he is being an obnoxious jerk and referencing royal entrances.
Don’t bother trying to get tickets to James Murphy & Pat Mahoney tonight….it’s freaking SOLLLLLD-OUT!
So this is a little tangential, but interesting insight into the evolution of marketing…where there’s debate about whether digital is now normal. http://tinyurl.com/6hmuya …a good point in here is that just because someone knows digital, it doesn’t necessarily mean they’re good. Content is still king.
Trumpets is good for all the reasons you point out. It was funny when I saw it on TV for the first time, and the advent of all things digital makes it easy to share, and so boosts its impact. Funny first, and viral as a result.
Completely agree JJJ. The best ideas are sharable across media. SureLock (I use this as an example too often) was a viral story before it was a viral video.
That being said, I think some pieces of content work harder in specific channels. For example, have you ever tried to explain ‘Trumpets’ to anyone who hasn’t seen it? Can you imagine it on radio?
@sean hazell — LOL…great point about Trumpets. As a matter of fact, I have tried to explain it to someone who hasn’t seen it. It didn’t work out so well. I’ve also notice people around the office over the last week randomly shouting ‘bring on the trumpets’, generating quizical looks from some and lots of giggles from others. A powerful thing when a brand enters everyday life.
I don’t care what it means… I love trumpets.
All i have to say is watch this ver
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