When you think of babies and fingers, the first thing that pops into your head is probably the YouTube viral video sensation ‘Charlie Bit My Finger’, which is why it’s only fitting that Gerber is using the hit in a viral video campaign of their own for their Gerber Finger Foods.
The campaign, ‘Why Charlie Bit My Finger by Gerber’, is simply a copy of the original YouTube hit with pop-up video style captions that let parents in on how to know if their own baby is ready for finger foods.
Kim Bhasin of Business Insider brought up the interesting question that this video poses of whether viral can be bought. After all, Charlie Bit My Finger was (and continues to be) a massive viral sensation, which has racked in over 366 million views, though it was definitely much more popular a few years back when it first went viral. The Gerber counterpart has already surpassed 200,000 views in a few weeks alone, and literally all they did was add a few captions (not to mention they probably paid a pretty penny for the rights).
Gerber isn’t the first brand to try cashing in by using already viral videos and people in their ads. Earlier this year, Vodaphone launched a campaign with the Double Rainbow guy, Juicy Fruit brought in Keenan Cahill to help boost their Serenading Unicorn campaign, and Smartwater solicited the help of both these viral YouTube stars for their Jennifer Aniston campaign. But this is one of the first times we’ve seen a brand use a full viral video, in its entirety, as a commercial.
Perhaps the ad would have been more effective a few years ago, when Charlie Bit My Finger was first going viral, but the 200,000 views they’ve seen so far are certainly nothing to shake a stick at.
What’s your take on Gerber’s use of Charlie Bit My Finger? Is it a good advertisement, or is Gerber a few years late?
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.