I saw this across the web last week and thought it was great.
To promote The Green Hornet, Michel Gondry guest directed an episode of Jimmy Kimmel live. The same Michel Gondry who directed Eternal Sunshine of the Spotless Mind and Be Kind Rewind, who has also guest directed Flight of the Conchords and has created music videos for the White Stripes, Chemical Brothers and the Foo Fighters.
As part of a campaign I think this is excellent. It’s creative, clever and memorable. Personally this is a noteable form of marketing that doesn’t rely on a new technological channel to brand it as ‘innovative’. At the end of the day it’s just GREAT content. And people want great content.
There has been a lot of buzz around this since it aired on Thursday night (US time) and over the next 5 days it will only continue.
The beauty of this, like Old Spice and even things like Terry Tate Office Linebacker, is it focuses on great (I mean really great) content first, then channels second. Why is it that so many campaigns now are channel first, compelling ideas second?
We all know a shitty movie is no better at the cinema than it is at home. Why? Because you can’t poish a turd. So why is it that we think a poorly executed social media initiative with some amateur created content is going to work simply because there’s 9m people on Facebook?
Channels can’t help you if the campaign idea is a dud.