You've seen most of the big viral ads of the year, but not this one—because it was made for the Turkish market by Unilever's Cornetto ice cream brand. It's a short film about a fateful teenage romance, set to a track by Turkish pop singer Yalın. It's gotten more than 26 million views on YouTube since April, which is pretty incredible, given the market. Notably, though, the spot doesn't even feature ice cream—it's simply presented by Cornetto.
The brand did some similar films in the U.K. this year; the Turkish work was the pilot program. Ben Curtis, senior brand development manager for Cornetto, told Marketing Week: "The short films allow us to take more time to develop a deeper connection with teenagers in a way that we can't in a 30-second spot. Also we know that our teens are always online, and are so creative."