Sue Unerman, chief strategy officer, Mediacom

Why I like it

I thought that this assignment – to find a piece of content that I really liked on YouTube – was going to be a tough one. There is a cartoon (by Stephen Collins) of which I am fond that describes the internet as the purveyor of the angry rantings of children.

My anxiety was that I would inevitably have to wade through a load of this first, because we all know there can be plenty of that out there when you go looking for something that is quite good online.

But, instead, here was Smartwater – a piece of content that made me genuinely laugh out loud. Jennifer Aniston stars in a spoof of viral (or, as she calls it, virus) advertising.

It includes a kid lip-synching to a video, adorable puppies, dancing babies, "internet boys" with tablet computers, and the iconic hair-tossing moment. It’s the funniest thing I have seen her in since Friends.

It certainly works as a viral communication as I have already sent it to some friends of my own.

I wish I’d thought of

There is not much to say about water. And this ad is brutally honest.

This article was first published on Campaign YouTube


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