TNT’s New ‘Dramatic Surprise’ Ad Is More Dramatic, But Is It As Effective?

By Megan O'Neill 

TNT took the web by storm with “A dramatic surprise on a quiet square,” the viral ad they launched back in April of 2012 that has racked up over 42 million views to date. The ad was the second most-popular branded ad of 2012, second only to KONY 2012 and yesterday TNT launched a sequel: “A dramatic surprise on an ice-cold day.” The new ad definitely ups the drama, but is it as effective as the first?  You be the judge.

The original “dramatic surprise” managed to rack up a whopping 4.5 million views in the first 24 hours (while this latest has just over 672,000 at the writing of this post).  People loved it because it was, for lack of a better word, surprising. Featuring a red button in the middle of a quiet Belgian square with a sign enticing passersby to “push to add drama,” the video takes us on a wild ride featuring everything from an ambulance, a shirtless fight, a half-naked woman on a motorcycle, a shootout, a football team, dead bodies and more.  If you haven’t seen it, check out out below.

In the latest “dramatic surprise” video, TNT goes all out once again, this time in the Netherlands. But in the second spot they take things to a new level and actually abduct the person that pushes the red button.

I think what was great about the original video was the ridiculousness of a lot of what was going on. In this one, aside from the random Elvis cameo and the streakers at the end, the drama in this clip is a lot more serious. For me, it just didn’t strike the same awesome chord as the first.

I also think that the first one had such an overwhelmingly positive response because people didn’t know what to expect. This time we may not know exactly what’s going to happen when that button is pushed, but we definitely know that some sort of crazy drama is going to ensue.

What do you think of the latest TNT dramatic surprise ad? Do you think it is as effective as the first?  We’d love to hear your thoughts in the comments below.

Megan O’Neill is the resident web video expert 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.