Features

The Top 5 New Video Ads: Snickers, Pepsi, HUVr, Hugo Boss

Written on
Mar 7, 2014 
Author
Unruly Media  |


ADOTAS – Godzilla waterskis, Tony Hawk floats and a blogger has a heart attack. Yep, it’s just another bizarre week in Adland.

But which ads have been rising up the chart this week? Which commercials have been lighting up the Open Web?

Here are our fab five. Enjoy!

5. Pepsi MAX, ‘Test Drive 2′


About a year ago, Pepsi Max ruined interactions with strangers forever thanks to their blockbuster “prankvert,” “Test Drive”. Teaming up with sadistic NASCAR racer Jeff Gordon, the brand set about scaring the living daylights out of an unsuspecting car salesman, racking up over 2 million shares in the process.

As with all overwhelming successes, the big-budget sequel was inevitable. “Test Drive 2” certainly does not disappoint in ambition, altogether abandoning the test drive conceit in favor of something a little more high-octane. Gordon’s acting is similarly scaled up, with him seemingly channeling a grungy side character from ‘True Detective’.

Having said that, “Test Drive 2” is remarkably cruel, even for a “prankvert.” Though it sets out to disprove the ‘Jeff Gordon Is A Lie’ conspiracy theories, I ended up seriously hoping the whole thing was fake. Because honestly, taxi ride conversation is awkward enough without having to worry about police chases.

4. HUVr, ‘BELIEF’


I would begin by disclaiming that “BELIEF” is actually not an advert for a real product at all — but when the spot is this good, who really cares?

If you’ve seen 1989’s loveable semi-disaster “Back To The Future 2″, then you’ll know that film’s greatest mark on pop culture: the hoverboard. For years, children of all ages have dreamed of floating placidly over pavements, just like Marty and those future-bullies did.

Well, thanks to tech brand HUVr, now you can (or at least you can pretend to). Enlisting the help of hover-enthusiasts like Tony Hawk, Moby and Doc Brown himself, Christopher Lloyd, the spot shows our test subjects zipping around a car park in gravity-defying style.

Of course, it turns the whole thing was faked by the merry pranksters at Funny Or Die. But hey, even if hover boards are still a way off, let’s hold on hope for Nike’s ‘power laces’. A man can dream.

3. Hugo Boss, ‘The Mast Walk by Alex Thomson’


I know little to nothing about competitive sailing, but hats off to Hugo Boss and sailor Alex Thomson for bringing us an eye-popping stunt that I’ve never even considered.

The name “‘The Mast Walk” pretty much says its all, but the proof is in the act itself. Thomson, arriving on a speed boat like a villainous drug lord, clambers aboard a very big yacht and then, you guessed it, starts walking up the mast.

But hey, when was the last time you walked up a mast? Never is my bet. So keep your cynicism to yourself and just enjoy what looks like a completely unnecessary stunt from one of Pierce Brosnan’s later James Bond films.

2. Pepsi Mini Cans, ‘Mini Hollywood’


With Oscars buzz reaching critical mass this week then quickly dissipating into the night, brands are always keen to ride the Hollywood wave. This time round, Pepsi has opted to push their new ‘Mini Can’ with a slightly baffling ode to the silver screen.

As tiny cans of Pepsi circulate a studio backlot, a series of vignettes adopt and remix classic lines from lines. There’s the prerequisites (“Nobody puts Baby in the corner”, “Hasta la vista, baby!” et cetera) as well as a couple more esoteric nods — Will Ferrell’s “Old School,” anyone?

There’s also a couple of handy impersonators thrown in, including a pretty generic Spike Lee, who I imagine is tweeting a complaint as I write this. At the end, Cuba Gooding Jr. appears to down a tiny soft drink, except at this point we’re unsure whether we’re looking at a real Cuba or a fake Cuba. A head-scratching ad, but the cans are indeed very small.

1. Snickers, ‘Godzilla (Extended Version)’


Snickers smartly reverses their “You’re Not You When You’re Hungry” mantra with their latest spot, featuring Japan’s favorite city-chomping reptile.

As the spot claims, Godzilla is actually a pretty cool guy. He likes dancing, playing table tennis, and even partaking in a little friendly tomfoolery at the beach. The “Pacific Rim”-style carnage only begins, we learn, when ol’ Godzy gets a bit peckish.

While not exactly the most sophisticated concept, the spot is pulled off with a sense of fun and sharp comic timing. What’s more, they’ve even thrown in a sneaky plug for the upcoming Godzilla remake. Two lizards with one stone!

Jamie Fraser





Video technology company Unruly is the leading global platform for social video marketing and works with top brands and their agencies to predict the emotional impact of their videos and get them watched, tracked and shared across paid, owned and earned media. Unruly uses use its proprietary technology to turn target audiences into engaged viewers and engaged viewers into customers and advocates. Its  end-to-end solution cracks the code on social video sharing. Brands can predict shareability with Unruly Labs, engage their audience with Unruly Activate and prove social ROI with Unruly Analytics where we provide real-time competitive benchmarks across 2.7 million customizable data points.
The Unruly Viral Video Chart has tracked 365 billion video views since 2006. With an engaged audience of over a billion consumers, across the full range of mobile, tablet and second screen devices, Unruly has delivered, tracked and audited 3.5 billion video views across 3,000+ social video campaigns for over 400 brands including Volkswagen, Dove, Coca-Cola, T-Mobile, Microsoft, Warner Bros and adidas. The company has worked with 60% of Interbrand’s Top 100 Best Global Brand and its mission is to deliver the most awesome social video advertising campaigns on the planet.
Founded in 2006, Unruly has 12 offices and employs over 130 people globally. In 2012, Unruly secured a $25 million Series A investment led by Amadeus, Van den Ende & Deitmers and Business Growth Fund - the largest ever for a private company in the social video space. The company has won over 15 awards including “Best Content Distribution Service” at the Braves Awards; “Digital Innovator of the Year” at the Sunday Times Hiscox Tech Track 100; “International Management Team of the Year” at the BVCA Awards 2013 and #14 on the Deloitte Technology Fast 500 EMEA. To find out more visitwww.unrulymedia.com

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