Brand barometer: TNT viral campaign reviewed

Unruly evaluates the latest viral campaign from TNT, with "ones to watch" from Tippex, Peugeot and Barclays


Packed with sharing triggers - spectacular, funny and smart

9 / 10

Think nothing interesting ever happens in Belgium? Think again. ‘Dramatic Surprise’, which was shot in a sleepy Belgian town square for the launch of TV channel TNT, has soared up the viral video chart to become the second most-shared ad ever.

So, just why is it so popular? Well, it somehow manages to pack a lot of sharing triggers into a video less than two minutes long. As well as being surprising, offering a twist on the familiar flashmob phenomenon, it’s spectacular, funny and smart.

Its tongue-in-cheek stockpiling of small-screen staples (punch-ups, gun fights and paramedic ‘fails’) strikes a chord with TNT’s target audience: TV buffs.

The campaign also benefited from being picked up by highly influential sites 9gag and Reddit in its first couple of days, which was a huge boost to its social-media spread.

Ones to watch: Viral hits from this week


Tippex: Hunter and Bear Birthday Party

Tippex brings back characters Hunter and Mr Bear from its hit 2010 interactive YouTube game A Hunter Shoots A Bear. In the latest version, users can send the pair travelling through time.

Peugeot 208: Let your Body Drive

Car manufacturer Peugeot targets an audience of younger drivers with this four-minute performance by YouTube star Marquese Scott, who dances near the marque’s 208 model.

Barclays: Sort out your IOUs Sharpish

This Barclays video centres on a boy acting as a debt collec­tor and flags up its Pingit app, which allows users to make payments. It features a Facebook page to which users can send personalised clips.


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


Virgin, 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
Powerade launches global World Cup campaign
Subway considers taking fast food to fast lane with F1 sponsorship
Burberry's flagship Shanghai store facade responds to weather changes
Ikea splurges 'grey' Belgium with colour
Grim outlook for Tesco boss Philip Clarke ahead of expected profits fall
Thomson to create first crowd-sourced wedding decided by Facebook fans
Currency wars meets origami in Alpari FX trading ad campaign
Amazon rumoured to launch 3D smartphone in September
Facebook to allow European users to store and transfer money on site, claims report
Unilever pilots multi-brand advertising with YouTube beauty channel
Lego, Coca-Cola, Net-a-Porter, Bitcoin and AOL: the digitally creative brands