There's been a whole lot written about why calling an online video "viral" doesn't make it such–Scott Monty did an excellent take on it a few weeks back. But what I wanted to point out here is that those videos that do go "viral" often aren't what the ad industry's narrow aesthetic would define as "good."


Or to put it another way, as a former boss of mine told me when I was first starting out: "There's a reason America's Funniest Home Videos is a top 10 show."
Hence the proliferation of shocked rodents, sneezing ursines, adorable human babies and other lowbrow highlights. And that really clever ad-like video that shows off your product? Well, chances are, no one's going to want to pass it along. Why? Because while it's a really clever product demonstration and all– no one cares.
It's the whole Prom King Brand thing. People don't really want to hear from low interest brands unless someone's screaming bloody murder (e.g. Whopper Freakout) or cute animals are doing something extra adorable. I mean they'll watch it if it's dropped in front of them during a TV show, but only ad geeks are going to be passing on a really clever Wisk laundry detergent demo to their friends. Even if it's shot on a hand held camera and features funny audience reaction shots.
Caveat emptor.

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The Aesthetics Of Viral

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ABOUT THE AUTHOR

Alan Wolk
One of the only new voices to come out of the creative side of the ad business, Alan Wolk has staked out a distinctive space for himself and his Toad Stool consultancy. The wide-ranging appeal of Wolk’s common-sense approach to strategy, combined with his hands-on experience as an advertising creative director, has made him the go-to guy for social media thought leadership, speaking and consulting.

His blog, The Toad Stool, is a popular thought leadership site that’s been described as a “frank but fair” look at the confluence of advertising, marketing and Web 2.0.

Adweek Editor Brian Morrissey has called it “one of the ‘must read’ blogs for our industry.”

The most popular series, "Your Brand Is Not My Friend"which deals with the false assumptions marketers make in the 2.0 space (and how to remedy them), has gotten much play in the blogosphere and that has led to columns in Adweek, as well as a national syndication deal via Newstex.

The blog’s popularity has also resulted in numerous requests for speaking engagements. A book is also in the works.

Prior to “seeing the light,” Wolk was a highly successful creative director who spent years at ‘90s hot shop Anderson & Lembke and went on to start up Atmosphere, BBDO’s digital agency, with stints at Ogilvy and JWT along the way. A New York City native and Stuyvesant High School graduate, Wolk currently lives in New Jersey with his wife and 2 kids, where he doubles as a Little League and basketball coach.

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