Case deposedateCe face MTS pentru sporturi? Nişte spoturi! (apud IQads)

Niscai virale româneşti

arhivă, telalîcuri @ 27 July 2009

articol din Playboy, rubrica Advertising Guru, numărul curent

În episodul trecut, taica Guru a încercat o definiţie a reclamelor virale (acele poze sau filmuleţe pe care şi le mailuiesc prietenii „aşa, de fun”), precum şi o explicaţie a motivului pentru care, şi în cazul viralelor, sexul şi tematica erotică fac legea.
Evident, nu e vorba de pornografie: un conţinut prea explicit nu ar fi permis de vigilenţa YouTube-ului, dar mai mult, nu ar fi de dorit nici pentru prestigiul brand-ului. Sînt spoturi mai degrabă aluzive, cu poante „picante”, mai mult sau mai puţin subtile, care au loc nu doar pe net ci, la o adică, şi pe micul ecran, după ora-limită pentru minori.
Anul trecut, The Money Channel (televiziunea de nişă a businessmenilor) a îndrăznit să-şi mai dilueze scorţoşenia, propunînd un joc televizat de cunoştinţe (quiz, în jargonul media). Îi zicea „Testul de afacereză” şi îi punea pe concurenţi să explice termenii şi expresiile englezeşti pătrunse în vorbirea oamenilor de afaceri. Afacereza era aşadar numele haios al unui soi de romgleză profesională, care îi face pe vorbitorii ei să pară nişte străini în oraş. Aceasta a fost intriga de tip quiproquo care a stat la baza spoturilor „oficiale”, unul cu un taximetrist care intră în vorbă, într-o engeză aproximativă, cu clienţii din spate, nu mai puţin români decît el, de fapt, dar surprinşi vorbind chestiuni de serviciu. Afacereza – taximetristul nu ştia nici măcar să o recunoască… Este şi eroarea ospătarului care, trăgînd şi el cu urechea şi dîndu-şi cu impresia, le recomandă „afacerezilor” de la masă un platouaş de littles (evident mici)… Tot în sectorul serviciilor se încadra şi al treilea spot, cel oarecum neoficial, destinat propagării virale, dar tolerat şi la TV la ore sigure. De data asta personajul băgăcios, neştiutor de afacereză, este o prostituată, foarte simpatică în convingerea ei fermă că feedback înseamnă „pe la spate”. Aşa că se îndreaptă spre măsuţa de bar a afacerezilor (nişte obsedaţi de feedback, dacă e să-i asculţi), cu pretextul solicitării unui foc. „Feedback is fifty”, şopteşte prestatoarea, cu o simpatie demnă de antologia umorului românesc. Acest efect de „dacă doriţi să revedeţi” califică spotul printre viralele cele mai molipsitoare de la noi. Dar efectul de viral n-ar fi complet fără acele tuşe de naivitate, chiar inabilitate, caracteristică rîsului de „altul mai fraier”: aceste perle sînt presărate prin tot spotul în mod conştient („have a fire?” în loc de „have a light?” etc.). De fapt e o măiestrie să jonglezi cu astfel de littles-uri. Şi dacă ne gîndim cine a făcut-o, descoperim un adevărat parcurs vocaţional. Cei care au realizat campania sînt aceiaşi care au înălţat mai vechiul panou cu „tundem orice fel de păsărici” al unei frizerii de dame din Sectorul 2: fotografia acesteia a devenit la rîndul ei devenit un viral, în momentul interzicerii panoului ca atare de către Primărie.
Printre multe alte virale ale agenţiei Next (căci despre ea e vorba), găsim şi mai vechea serie libertină cu sosiile lui Moni şi ale lui Iri Columbeanu pentru pîinea Vel Pitar. Poantele sînt bazate nu doar pe contrastele dintre cei doi, ci şi pe situaţii de adulter, din ce în ce mai neaşteptate (ilustrînd sloganul despre multitudinea posibilităţilor). Cel mai vizualizat spot este pînă acum primul, difuzat şi la TV, cu „Motănica, vin acasă!” care a atins record de view-uri, mai ales prin echivocul asemănării cu autenticii „Motănei”, care la momentul lansării, apăreau într-un serial de reality. Un channel italienesc care găzduieşte spotul YouTube afişează încă, cu deplină convingere, menţiunea că e vorba de adevărata „Miss Romania”.
La încheiere, Guru vă recomandă să căutaţi pe YouTube restul spoturilor, mai puţin norocoase, ale seriei… în caz că nu le-aţi văzut. Sînt vreo juma’ de duzină şi sînt tot atîtea prilejuri să zîmbiţi…

Linkuri:

- o colecţie de spoturi Next şi CAP (printre cale şi cele mai menţionate) - aici

- un editorial de tip “j’accuse” al lui Liviu David, director de creaţie şi partener Next – aici

100 Responses to Niscai virale româneşti

  1. krossfire Says:

    In continuare lipseste definitia viralului si aprecierea comparativa. In pr
    prima faza viralul avea de trecut un prag de vizualizari. In unele cazuri nu era posibil – de exemplu am considerat viral un mic montaj facut de mine si vizualizat de 3000 de oameni, dupa posibilitati. Din pacate, multe dintre filmuletele online etichetate abuziv drept virale cu greu s-au apropiat de 10 000 de vizualizari si tind sa cred ca e o cifra foarte mica avand in vedere investitiile din spate.

  2. Adrian Cristea Says:

    Adica cum, eu, cu show-ul “O Lume Nebuna” de pe 220.ro, fac de 6 luni cate un viral pe saptamana? Uau!!!

  3. textier Says:

    @krossfire: si criteriile de masurare a vizualizarilor?! nu-mi spune ca numai de pe youtube, numai de pe un singur channel, ca se supara maestrul Cristea de mai jos, care baga si youtube, si 220, si cristealizari si inca nu mai stiu cite tv-uni online. iar pe reclame f. influent la noi e iqads-ul… si apoi… perioada masurarii, maestre!
    dupa cum le spune si numele, viralele au fost concepute initial ca sa se intinda epidemic, deci se miza f. mult pe expedierea pe mail, de la om la om. pe asta cum o masori? pui sri-ul sa ne scotoceasca in corespondenta?
    daca esti atent, am scos in fata cele mai eficiente spoturi next: primul din seria vel pitar bate spre un milion de views… dupa vreo 3 anisori. “feedback” e pe la 60.000 dupa 1 an 1/2, ceea ce nu e rau pt. un produs de nisa cu un target highbrow (na c-am dat-o pe afacereza!). nu am zis nimic de tentativele cu salvati delta, natura etc., pt. ca… nu au prea miscat… inca…
    pt. tine special o sa zic de acum “viral-in-ntentie” sau “candidat viral” la spoturile concepute ca atare, dar care nu s-au calificat (inca) la statutul de viral, consimtit printr-un acord al partilor.
    @Adrian Cristea: Uau! Bravo! Doar ca eu vorbeam de reclame… ceea ce-ti doresc si tie…

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