The Originator Award Programming – Gold Rumpled comedian turned movie star Zach Galifianakis couldn’t believe his good fortune—seriously, he couldn’t grasp it. After being ushered through the White House gates […]
In this week's best new commercials, Katy Perry and other famous women launch a new battle cry for CoverGirl. Jeff Gordon pulls another prank for PepsiMAX. British mobile company Three charms with the viral formula of cute girl plus singing kitty. Jägermeister speaks the language of its core audience with an artful surf-themed spot.
It might seem strange that PepsiMAX based its second "Test Drive" prank video with Jeff Gordon around doubts some people had about the first one. But it turned out to be a creatively fruitful approach. First, it was a way to draft off the success of the earlier megahit. It also gave the second video a strong narrative. (Gordon, again in disguise, takes one of the big doubters—Travis Okulski of auto blog Jalopnik—on a very real, hair-raising ride of his own.) And finally, in many ways it used Gordon's pride as an accelerator. This isn't a guy, after all, who would want you to think he couldn't do these stunts himself. Following the release of "Test Drive 2" on Thursday morning, we spoke with Marc Gilbar, creative director at Omnicom's Davie Brown Entertainment/The Marketing Arm in Los Angeles, which concepted and handled creative execution on the new video. (Like the first one, this one was directed by Peter Atencio of Gifted Youth.) Below, Gilbar tells us all about the production, from the genesis of the idea to the safety issues to the moment when Okulski almost kicks out the camera inside the taxi.
PepsiMAX had an enormous viral hit last year with its "Test Drive" video, in which Jeff Gordon, in disguise, took a car salesman for the most terrifying ride of his life. With more than 40 million views, the spot was an unquestioned success. The only problem? A vocal minority complained that the stunt had been faked.
Fox Sports has created a supersized new promo spot designed to get viewers of the 2013 MLB All-Star Game pumped for the launch of what it is calling the “biggest sports network launch in history.”
Pepsi stormed YouTube last week with one of the year's most popular videos: a clip featuring Jeff Gordon, in disguise, taking a car salesman on the most frightening test drive of his life. The video is quickly closing in on 30 million views, and got almost 10 million in a single day, last Friday, according to data from Unruly Media. The spot has also taken some heat, though, for perhaps not being quite as real as it seems. (Not that viewers seem to mind. The clip has almost 100,000 likes, some 25 times the number of dislikes.) Adweek spoke with the video's director, Gifted Youth's Peter Atencio, perhaps best known for directing and producing every episode of Comedy Central's Key & Peele. Atencio spoke about the video's enormous success, the controversy around it, and what it is about prank videos that he loves so much. We're up to almost 30 million views on this thing. Did you have any idea it would be this popular? Not to this level, no. We felt when we were working on it that it was going to do pretty well, just from the reaction people were having when we showed it to friends. They seemed to really love it, and were asking a lot of questions about it. Why do you think people love it so much? Well, I think people just like to watch other people go through a harrowing experience, when it's from the comfort of their own computer. And it all works out OK—the salesman is laughing and happy in the end, which I think makes people feel more comfortable sharing it. If he had stayed really angry at the end, I don't think people would feel as good about it.