Alex Bogusky, arguably advertising’s most high profile creative, is banking on viral video. Three years ago, he left Crispin Porter + Bogusky to become a full time consumer advocate. And sell things like bamboo bikes.
A year ago, he released a viral video pointing out the dangers of soda over consumption. It was an attempt to raise awareness but he was roundly criticized for being a hypocrite, seeing as he and his agency produced famous work for Burger King and Coca-Cola. But peoples’ perspectives change and what’s really interesting is how his experience spreading an anti-smoking message with The Truth convinced him of the power of social marketing campaigns. While that work ran, he claims surveys showed teen smoking drop by 30% over two or three years.
Yesterday, he introduced another viral video, this time taking on outsourcing for the economic toll it has wrought on our economy. This one too is a rather simple, lo-fi effort running three and a half minutes and reportedly costing just $7000 to make. Bogusky hopes to earn ten million views by posting it on YouTube and the millionjobsproject.us site and promoting it across social media.
Will it work? Will everyone who sees it share it, at least to two people as he asks at the end? That’s a lovely thought, particularly if it could lead to stemming the tide of job loss in this country.
Then again, if Coke is a tough competitor, they have nothing on the cost-cutting mania of WalMart.
By Dennis Ryan, CCO, Olson