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
He is making viral political statement more than an economic statement. Actually manufacturing jobs are coming back already because we are somewhat more competitive, his videos won’t create one more job here. He has a political agenda which shouldn’t be mistaken for marketing.
It may be too late to turn the tide, since the CEO’s, control production locations. Their aim is to profit not to endear. Yet their
children will one day face the same calamity years hence and their grandchildren. When even yes CEO positions are farmed out by unknown entities compiling billions from such outsourcing options. If the digital bubble bursts, they are in the wings
able to buy with pennies on the dollar. We are educating students who may be left with just jobs in rebuilding America’s
crumpling infra-structure, someday. GE, Apple, automakers–everyone who goes offshore for profits will be the first to
feel the pinch, themselves being acquired in huge buyouts based on foreign manufacturers controlling the world’s capital. Many of us won’t be here– but our children will.