Brand barometer: NSPCC viral campaign reviewed

Unruly reviews evaluates the latest viral campaign from NSPCC, with "ones to watch" from Irn-Bru, Sony Xperia and Pepsi Max


Good use of existing 'meme'...delivers a serious and powerful message

8 / 10

More brands are turning to ‘memes’ and trends to help deliver their message online. In the past few years, this approach has reaped dividends. Evian’s ‘Roller babies’, one of the most shared ads of all time, drew on the 90s ‘Dancing baby’ meme.

More recently, other brands using memes include Yeo Valley, Toyota, IKEA and Cravendale. The NSPCC’s ‘$#*! Kids Say’ is the latest example. Created by Inferno, it uses the ‘$#*! Girls Say’ meme to deliver a far more serious and powerful message.

The spot begins by showing several funny quips from children, but soon descends into far darker comments. The message is that a significant amount of people (56%) wait too long to report suspected child abuse.

While meme-hijacking can backfire and appear inauthentic, especially when brands fail to evolve the meme in an interesting way, that is certainly not the case with the NSPCC’s spot.

Ones to watch: Viral hits from this week


Irn-Bru: Steamy Windows

The tongue-in-cheek ad for the Scottish fizzy drink illustrates how it gives people the strength to get through excruciating situations, such as, in this case, walking in on your parents in flagrante.

Sony Xperia: Made of Imagination

Sony Mobile’s global TV ad for its Xperia handsets, the first since its split from Ericsson, uses stop motion animation, as director Wes Anderson brings a boy’s vision to life.

Pepsi Max: Kick in the Mix

Pepsi Max’s ad features a raft of its football brand ambassadors, such as Lionel Messi, Didier Drogba and Frank Lampard, and DJ Calvin Harris. It was seeded online ahead of its TV debut today (4 April).


Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Brand Republic Jobs

subscribe now


Hottest virals: Cute puppies star in Pedigree ad, plus Idris Elba and Fruyo
Amnesty International burns candles to illuminate new hope
Toyota achieves the impossible by calming angry Roman drivers
Tom of Finland's 'homoerotic' drawings made into stamps
YouTube reveals user habits to appeal to 'older' marketers
Ex-M&S marketing chief Steven Sharp consulting at WPP
Wolff Olins reveals new CEO after Apple poaches Karl Heiselman
Glasgow offers £30,000 prize to best digital idea for 2014 Commonwealth Games
Google's revenues surge but shares drop as it grapples with transition to mobile
Facebook beats Twitter to most 'marketing friendly' social media site crown, says DMA
Fableists believe children like Finn should be outdoors enjoying life
Homebase, Baileys and Camelot join the line-up at Media360
MasterCard renews Rugby World Cup sponsorship to push cashless message
Lynx unleashes £9m 'Peace invasion' campaign
Social Brands 100 Youth: Pizza Hut most social youth brand in UK
Cheryl Cole is wild and arresting in new L'Oreal work
Morrisons told not to show alcohol ads during YouTube nursery rhymes
O2 head of brand Shadi Halliwell departs after 23 years at company in restructure
Tesco hit by further sales decline as it turns to digital Clubcard and social network
Branding guru Wally Olins dies aged 83
Duracell short film captures epic Transatlantic voyage
Ash runs Tinder experiment to show smokers are less desirable to opposite sex
British Airways teams up with Gerry Cottle Jnr for summer of rooftop film screenings
Arklu says 'girls can be superheroes too' with doll design competition
Coke enters squash market with Oasis Mighty Drops
Virgin Galactic signs up Land Rover as space flight sponsor
Motorola marketer Andrew Morley departs as Google gears up for sale to Lenovo
US Airways apologises after tweeting obscene image at a customer
Mumsnet admits users' emails and passwords accessed via Heartbleed bug backs 'rubbish' mobile app with TV ad