My YouTube ad of the week: Andy Nairn, Dare

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Andy Nairn reviews Logitech



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.

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Credits

Brand
Logitech Revue

Task
Promote Logitech’s Revue
plug-in device, one of only two ways you can use Google TV in the US.

Execution
Ivan Cobenk, a rabid fan of the actor Kevin Bacon, shows how the Revue works as he explains why he is obsessed with the star. The joke is that Cobenk isn’t real and is being played by Bacon. On YouTube, users can scroll over items on the video and link to eBay, where you can bid for Cobenk’s possessions.

Credit
Goodby, Silverstein & Partners

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