David Prideaux, executive creative director, Publicis Chemistry

Why I like this

Of course, the clever bit is that he’s not some bloke; he’s Zombie Boy, aka the Canadian model Rick Genest – darling of the catwalk and the co-star of the Lady Gaga Born This Way promo. Which is why this (overlong) film has had four million views and 18,084 "likes" in under a month. Not to mention 2,726 comments, either from blokes who want to be like him ("Great video. Great guy. Big inspiration") or girls who want to be with him ("When. He. Licks. His. Bottom. Lip. Owwwwww God"). If you click through, there’s even a debate raging about real beauty ("Isn’t the underlying message that he was beautiful before they put the make-up on him?").

No-one actually says the words: "Oh my gosh, what an incredibly clever strategy for Dermablend Professional. At a stroke, it has put the brand at the centre of the music and fashion zeitgeist and engaged the entire global teenage audience – I mean, if it can handle that guy’s tatts, a few zits won’t be much of a problem. I bet Max Factor and Boots No7 are quaking in their boots!"

But I’m sure they were thinking it.

This article was first published on Campaign YouTube


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