Sue Unerman, chief strategy officer, MediaCom

Why I like this

This is a lesson in how to use YouTube to drive word of mouth. I first heard of this piece of content on Radio 4's Today programme. Today's sport reporter described David Beckham kicking a football into a bin on a beach. A hearty debate went on among the presenters about whether this was fake or real.

Eventually, one of them mentioned a soft-drink can that Beckham was holding as a possible clue to the commercial derivation of the content. The video itself has been edited with a charming authenticity that doesn't give the game away.

Wish I'd thought of

This is a brilliantly executed idea. It doesn't rely on the old conventions of advertising spin that implied that if you bought product X, you could be just like the glamorous A-list endorser. This content acknowledges that the talking point of the communication is around whether the stunt is genuine or fake.

The lack of prominence of the Pepsi can (which Beckham puts down before he kicks the ball) makes you consider it and discuss it more than if branding were all over the place. Subtle, entertaining, a great use of the medium.

This article was first published on Campaign YouTube

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