Catchy and simple. That is how a viral video must be produced. And even more important: people must perceive that straightforwardness so that they keep watching and sharing it with someone else.
On the other hand, a really well known figure (or figures) attract the audience right away. Attention in this sense is key.
The scenario is spectacular as well as the skills…apparently! We do not know for sure if the trajectory of the ball was edited or if it was real. This is really discussed if you read the comments on youtube. Aside from this topic, the concept of the video is not so strong due to the lack of freshness.
To begin with, why David Beckham? Is he still a soccer player at all? It is true that his ability with free kicks was outstanding some time ago, but nowadays he is not that brilliant as a sport man. On the other hand, his overexposure as a show man made his image outdate; therefore, seeing him again on an ad is not as ‘wonderful’ as it used to be.
So what about a fresher figure? Like Lionel Messi.
Now, what is this video trying to portray about the brand? We recognize the can, the logo…but then what? Where is the personality of the brand? And where is the slogan?
In 2008, Steven Gerrard starred an ad with similar characteristics, but of course, with a different concept and a clearer message:
It is also simple and quick. Skills can be admired and questioned. Really hard to tell if it was real, but then again that is not the point! He is still a fresh figure, at least in the UK; besides, Steven has always been associated with ADIDAS so it is not like his image is overexposed with the brand.
Pepsi might have gotten some inspiration from ADIDAS; however, the latter did display a message at the end of the video. There was a punch line that made all the pieces fit. The former is too generic, but still manages to be a viral.
Question is, could it have even more views with a stronger idea?
I would love to know what you guys think. Agree or disagree?
How would you react if you saw a fast food restaurant that advertises its products by using the follow combination of colors?
I did see that a couple of days back…did not find it inviting.
It was a local restaurant and happens to be a small company; however, that does not allow the owners to make the wrong choice when it comes to colors. That must not be the least of their concerns. This aspect of the image is responsible for identifying the products, the place…the brand.
Making the right impression is the key to success.
“Colors speak very loud to our subconscious and have a positive or negative reaction within 90 seconds.” (Geer, 2005)
He also provides a list on the meaning of colors. Black refers to “authority”, “power”, “boldness” or “seriousness”; gray is related to “authority”, “practicality”, “earnestness” or “creativity”; green is associated with “health”, “fertility”, “freedom” or “freshness”.
Those colors correspond to the example of this local restaurant. It is now difficult to determine what their concept as a company is. There is little connection between them…especially with that flashy green. Too acid.
Let us think of a more harmonic example, where the colors generate a more dynamic image, and therefore, a different reaction. You might even associate them with a very well known fast food restaurant:
In this case, colors are more connected to different emotions like “excitement” in red and “cheer” in yellow. On the other hand, it all depends on the company’s target so that it is easier to decide what projection is appropriate. With this example, it is possible to infer that there is a tendency for kids; in the situation mentioned above, there is too much confusion.
So keep in mind:
Before printing out any kind of graphic materials for your company, make sure you are fully aware of what the colors you choose reflect.
To avoid issues when printing, try to only have two colors for the final design. Maybe three, but just maybe.
While people take 90 seconds to react in a positive or negative way to colors, on the web (according to Geer) is less than 30! Yes, perception is this important.