This one hits the New Marketing Richter scale on multiple levels. I first saw it on the Today Show, but most people will probably find out about it from JibJab or through e-mail.
First of all, it's pretty funny and worth watching in its own right. But really it's pretty profound when you think about it.
For starters, you have the folks over at JibJab who published this as an "exception":
Dear JibJabber,
As you may know, we don't typically publish anyone's work other than our own, but when this gem was brought to our attention we had to share it with you. The folks over at Consumers Union commisioned this incredibly irreverent and biting video on the prescription drug industry. We don't endorse "issues" here at JibJab, but we do endorse comedy and this piece is brimming with it.
Hoping you laugh as hard as we did,
Grevan
Hint: JibJab as a PUBLISHER
Secondly, you've got the uncool Consumer Union who become instantly cool by hiring the folks over at The Austin Lounge Lizards and The Animation Farm (neither of whom have the clip up on their websites btw) to create something that a) is entertaining, b) is engaging, c) is humorous, but d) thru f) is poignant, provocative and presses (3 P's) and I guess g) has made it on to the radars of all and sundry.
iow, interesting issue/advocacy new marketing tactic which will resonate so much more than the 30-second spot versions which try and scare the Bejesus out of us.
Thirdly, let's not forget the message which is really a two-parter:
1) The ridiculousness of the drug industry represented by special interest groups, hawking unsafe products on unsuspecting and drug-dependent Americans who have a lust for quick-fixes and an aversion to growing third nipples (although the 4 hour erections are always a perk)
2) Moreover the way these drugs are coated with artificial sweetner and force-fed into 30-second spots which neither portray reality, nor communicate a true picture of what they do and what they may cause. Consumers aren't as dumb as they used to be - they aren't fooled by the fast talking voice over or small print.
Finally, let's not forget the very communal nature of this - another classic viral play which - with a media cost of zilch - has (or will) received more publicity than any of the brand bullies can do with hundreds of millions of dollars.
We're laughing with one another (Water Cooler) and we're laughing at the drug companies!
Anyway, you can watch the video here. Spread the word :)
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