Home  › Media › Video
tide-22

Tide Turns Onion Article Into Meta Video

  |  June 5, 2012   |  Comments

Digitas copywriter, once in The Lemonheads, apes Poison's Bret Michaels for the detergent brand.

tide-22Ben Deily, senior copywriter for Digitas, has had his fair share of late night gigs, as a founding member of the 1980s-born alt-rock band The Lemonheads. Deily drew on that experience last week, as he and his agency colleagues worked into the wee hours of June 1 creating one of the more meta branded videos that most folks have seen - for client Tide.

"Editing started around 1 a.m. Friday morning," Sarah Pasquinucci, spokesperson for Tide parent Procter & Gamble, told ClickZ. "With situations like this one, relevancy has a timeline, so speed was of the essence."

A couple days earlier, The Onion, a 24-year-old satirical newspaper, published a fictional article with the headline "Hey, Everybody! This Cool New Tide Detergent Video Is Blowing Up All Over The Internet!" The fake author was "Fred Hammond, Director of Digital Video and Social Media Ad Integration, Tide Detergent." The piece describes a branded content video in which Bret Michaels, singer for the 1980s hair metal band Poison, appears with "these cute, funny talking animals, a cool indie-rock song, and it's just so hilariously random." The article continues, "And it's got this amazing cameo by Bret Michaels, which is so funny because Bret Michaels is hilarious and from the '80s."

Tide's marketing team then decided to own the joke. Digitas led the effort, Pasquinucci said, with assists from creative agency Saatchi and PR firm Devries.

"And quite quickly we all agreed that it would be fun to make it exactly what The Onion had described," she explained. "We only had a couple versions of a script before it was approved and shot."

On Thursday evening of last week, Deily and other Boston-based Digitas staffers headed to the suburban home of John Robinson, SVP of creative for the agency. Deily, the rocker-turned-ad-man, dressed up in a Poison-inspired wig and tee shirt and crooned an acoustic ditty about how Tide gets stains out, singing "chocolate, grass stains, strawberry jelly…ketchup spots…get off of my belly!" Hours later, as Pasquinucci mentioned, a 1-minute 9-second video was cut and went live on YouTube, pushing P&G's Tide Boost brand.

While the vid hasn't exactly gone viral so far (3,500 YouTube views), Pasquinucci said, "We have put it out there and will see how it goes. The main goal was to have a little fun and laugh at ourselves. If it gets a lot of views in the process, even better."

ClickZ Live Chicago Join the Industry's Leading eCommerce & Direct Marketing Experts in Chicago
ClickZ Live Chicago (Nov 3-6) will deliver over 50 sessions across 4 days and 10 individual tracks, including Data-Driven Marketing, Social, Mobile, Display, Search and Email. Check out the full agenda and register by Friday, August 29 to take advantage of Super Saver Rates!

ABOUT THE AUTHOR

Christopher Heine

Christopher Heine was a senior writer for ClickZ through June 2012. He covered social media, sports/entertainment marketing, retail, and more. Heine's work has also appeared via Mashable, Brandweek, DM News, MarketingSherpa, and other tech- and ad-centric publications. USA Today, Bloomberg Radio, and The Los Angeles Times have cited him as an expert journalist.

COMMENTSCommenting policy

comments powered by Disqus

Get ClickZ Media newsletters delivered right to your inbox. Subscribe today!

COMMENTS

UPCOMING EVENTS

Featured White Papers

IBM: Social Analytics - The Science Behind Social Media Marketing

IBM Social Analytics: The Science Behind Social Media Marketing
80% of internet users say they prefer to connect with brands via Facebook. 65% of social media users say they use it to learn more about brands, products and services. Learn about how to find more about customers' attitudes, preferences and buying habits from what they say on social media channels.

Marin Software: The Multiplier Effect of Integrating Search & Social Advertising

The Multiplier Effect of Integrating Search & Social Advertising
Latest research reveals 68% higher revenue per conversion for marketers who integrate their search & social advertising. In addition to the research results, this whitepaper also outlines 5 strategies and 15 tactics you can use to better integrate your search and social campaigns.

Resources

Jobs

    • Partnerships Senior Coordinator
      Partnerships Senior Coordinator (Zappos.com, Inc.) - Las VegasZappos IP, Inc. is looking for a Partnerships Senior Coordinator! Why join us? Our...
    • Assistant Product Listing Ads (PLA) Manager
      Assistant Product Listing Ads (PLA) Manager (Zappos.com, Inc.) - Las VegasZappos IP, Inc. is looking for an Assistant Product Listing Ads (PLA...
    • Marketing Technology Analyst
      Marketing Technology Analyst (Alfred Music) - Van NuysMarketing Technology Analyst DEFINITION Under the general/direct supervision of the head of...