Brand barometer: Gorillaz for Converse viral ad reviewed

Converse: Gorillaz ad collects two million views in a week
Converse: Gorillaz ad collects two million views in a week

Goviral reviews Converse's latest viral campaign, with "ones to watch" from The Guardian, Now: Pensions and Guinness

 

Live action meets computer animation...
great creation but positioning not effectively delivered

6 / 10

This dual-purpose ad and music video for Converse trainers and Gorillaz, featuring Andre 3000 and James Murphy, was released a fortnight ago and had garnered almost two million views this week.

It tells the story of a group of housemates getting up on a typical morning. The use of live action and computer animation is brilliant and the flow of the video is smooth, with entertaining storytelling.

Nonetheless, while it might seem that using Gorillaz to promote its trainers would be an immediate winner for Converse, we're not so sure.

The video itself is a great creation which, despite being more than five minutes long, will keep viewers entertained.

As an ad, however, the positioning of Converse as a trendy, young, hip brand is simply not delivered effectively.

Music video and Gorillaz fans will love it, but we can't help feeling that Converse has spent a considerable amount of money on something that probably won't serve its purpose.

Ones to watch: Viral hits from this week

 

The Guardian, 'three little pigs'

The Guardian's "open journalism" retells the story of the three little pigs. The paper is capitalising on the ad’s success with a 24-hour "takeover" of YouTube’s UK homepage. 

Now: Pensions, 'truth and performance'

Danish-owned Now: Pensions has released three comedy videos written by actor and comedian John Bird. They satirise the UK pensions industry in "interviews" with an old-school provider. 

Guinness, 'round up your mates'

Guinness's online ad encourages people to "round up" their mates for a St Patrick'a Day drink. We see a sheepdog herding men to the pub, past temptations including a couch and an Indian restaurant.

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