A brilliant new video campaign for the OCD Foundation is spreading awareness about Obsessive Compulsive Disorder by enticing viewers to click play to watch the video over, and over, and over again.
The video campaign, called “You Might Need To Press Play More Than Once…” is nothing but white text on a blue background. The catch? It’s only one second long. One second isn’t nearly enough time for viewers to read the entire thing, which starts out, “For some people, performing simple actions repeatedly is an everyday matter.” I had to press play about 8 times to read the entire thing. Of course, you can pause the video in the middle to read it all at once…but where’s the fun in that?
A number of online sources, including CreativeCriminals.com, have reported that the campaign was created by McCann Erickson in Israel. The ad is being reported as the shortest video ad ever created by McCann Erickson. However, there is no mention of McCann Erickson on the YouTube channel where the video is uploaded and if the video tags have anything to say about it, it looks like this video may be an entry in the Cannes Good Work Contest, a contest that invites creators to make and submit a video for a non-profit organization in order to win a trip to Cannes. In addition to “OCD, shortest one second, and obsessive compulsive disorder” being included in the tags, the video is also tagged with “goodwork and cannes”.
Whether or not this video was created by McCann Erickson with the OCD Foundation as a client, or simply as an entry into the Good Work contest, there’s no denying that the idea behind this campaign is fantastic. I love the way in which the video mimics the repetition of OCD in order to draw attention to the disorder. Of course, I realize that watching the video in no way compares to the feeling of actually suffering from OCD, but I still think it’s a neat campaign.
Check out the video below and let us know what you think in the comments. Oh, and be a sport—don’t just pause in the middle. Click play over and over again, as many times as you need to.
Update [May-18-2011]: Tal Schweiger from McCann Erickson Israel has confirmed that this project is indeed an entry for the YouTube Good Work competition, made by McCann Erickson. Tal was a copywriter on the project, along with Daniel Barak. The creative directors were Nir Refuah and Eldad Weinberger.
Megan O’Neill is the resident web video enthusiast here at Social Times. Megan covers everything from the latest viral videos to online video news and tips, and has a passion for bizarre, original and revolutionary content and ideas.