This ad was banned in the UK?!
When being banned is good and other tips on how
to go viral.
Something about being told what we are not allowed to watch or do is innately exciting to us. The word elicit enlivens something inside us and emboldens us to act. We are human beings with rational thought and although we might not jump off a bridge if someone else did – unless it’s Chad, I’d do anything that guy would do, he is so cool! But being told we can’t watch something, well, that’s just like seeing a sign that says “keep off the grass.” Don’t tell me what to do.
This week UK based supermarket chain Iceland shared an ad that was to be part of their TV Christmas advertising campaign, on their social streams. The UK censorship board had something to say about it, namely, that it was too political and was not approved for TV advertising. So it moved to social media and a very positive viral verdict was handed down by the public! It has quickly amassed 3mil (and counting) views in a matter of days.
Check it out:
Apart from being a great ad in general, it has many of the great elements needed to go viral:
Although many may not find it controversial per se – the simple fact is when you are able to use the words “banned in the UK” you are going to generate clicks.
The fact that it is well done cannot be overstated – the animation is excellent and the writing is perfect.
It plays on our emotions and is extremely evocative.
Most people like a whodunit/twist in the tale and this ad is great at slowly revealing its true nature.
Three other great elements of going viral are celebrity, humour and sex, all of which don’t lend itself easily to deforestation!
Here are a few other of our favourite viral ads/campaigns from the past – which elements of going viral can you see in them?