This post is in response to the article written here: http://tomfishburne.com/2013/05/controversy-marketing.html

In the article, it is argued that although the marketer’s worst nightmare is “indifference,” not all attention is good attention. The author speaks of a Hyundai ad depicting a man unable to commit suicide by inhaling a vehicle’s fumes because of the vehicle’s low emissions and fuel efficiency. Even if many viewers find this sort of ad amusing – such as myself, the author makes the point that “going viral” or gaining YouTube views is not the bottom line: marketers need to ensure these messages can be decoded by potential consumers.

“No brand wants to be ignored. But I think marketers sometimes forget whey their brands exist, and who they’re trying to serve.”

Here is an example of an ad that went viral and also effectively appealed to their consumers: Old Spice, The Man Your Man Could Smell Like

The Old Spice brand has more than 300 videos on YouTube, with a combined viewership of more than 1.6 Billion. Although the ad is effective on many levels, one of its best qualities is how it speaks to its target market on very instinctive level: be a man, act like a man, smell like a man, buy Old Spice.

Interestingly, the title of the video “The Man Your Man Could Smell Like” appeals to both male audience and a female audience. It infers a sense of seduction, elegance and sophistication that urges men to purchase Old Spice in order to attract women while also inducing women to purchase it for their partner, as a birthday present for example.

This is a great example of a viral advertisement that effectively communicates with consumers. In fact, the efficacy of the Old Spice advertisement has created brand advocates on the internet. For example, here is a spoof of the original video with “Puss In Boots” and here a remake made by a young teen that appeared on the Ellen Show WITH the person from the ad. If this isn’t great marketing…!

I think an adequate conclusion is that if a company can make an amusing video that truly appeals to its consumers on an instinctive level, the internet and its followers can can do amazing things for their brand.