I remember mentioning this to someone a while back when it actually happened but now the wonder of the blog-o-matic means we can all have a browse. Hopefully the video should just appear in the blog but if not i’ll post a link later.
This is a video that circulated around the net earlier this year. It was done for a man named Mark Ecko. He is a fashion designer from the states but also an activist for graffiti art. The video is for his site stillfree.com. What better way to fight for graffiti rights than to tag the most heavily guarded plane in the world – Air Force One.
Obviously now everyone knows this was a hoax. Ecko hired an ad agency called Droga 5 to do the film. It’s run by a man named Dave Droga, an Aussie expat who is regarded one of the most talented creatives in the industry today. They got an old jet, painted it to look like Air Force One and the rest you can see for yourself.
This is probably the best example of viral advertising you are likely to see. Viral (or cyber) advertising is the latest craze for two reasons. Firstly, everybody is accessible and two there is no media cost (ie like paying for TV spots). Further more as it is distributed through peer networks (friends, collegues, family etc) the viewer believes they are getting it from a more credible source. Plus viral films aren’t subject to regulation; they can include nudity, colourful language, blood ‘n’ guts and a whole lot more.
It is estimated that this videa has been seen by a unique audience of over 115 million people. The site recorded 23 million unique visitors in its first two weeks making it the most viewed commercial viral of all time. It made news around the world and generated three public dislaimers from The Pentagon denying that the plane in the film was the actual Air Force One. I don’t know how much it cost to make but it was only shot with a handheld camera so i’m guessing the bulk of the cost lay with hiring and painting the plane. Which when you compare it to how many poeple saw this and the publicity generated by it, it’s a minimal cost.
So next time someone sends you a video and tells you to check it out, have a look and see what it’s really selling.
If it is at all. Sometimes emails are just funny.
Edit: Sorry matty; had to replace the video with a link so it doesnt keep playing everytime you check the blog.
See Video Here