Andy Nairn, chief strategic officer, Dare

Why I like it

In a way, this is a traditional ad model, whereby a big-name celebrity talks direct to camera and endorses a potentially unfamiliar brand. The twist is that Kevin Bacon is not playing himself but one of his own, obsessed fans. This delicious conceit means that the sales message is extremely engaging, from start to finish.

Meanwhile, Logitech comes across as a brand that understands people and their passions, rather than as the cold technology player the name might suggest.

The YouTube version works particularly well. The extended
three-minute film includes a host of links from the objects in the crazed fan’s home to movie sites, eBay etc.

In short, it’s a campaign that combines a great core story with multiple sub-plots and lashings of earned media interest.

I wish I’d thought of

The overall idea makes me jealous. And in a world where technique often comes first, that’s refreshing. Getting Bacon to make fun of himself and his fans must have taken some persuading, so maximum respect to my old mates at Goodby, Silverstein & Partners.

This article was first published on Campaign YouTube


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