My YouTube ad of the week: Sushma Sagar, Banana Republic

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Sushma Sagar reviews Turner Benelux


Sushma Sagar, senior brand manager, Banana Republic

Why I like this 

I can't imagine that many people outside Belgium had heard of TNT prior to this video, but an impressive 24 million people now have, according to the YouTube statistics.

TNT is a Belgian TV channel specialising in drama. What better way to communicate this than to throw a heap of it on to an unsuspecting public?

Of course, it wasn't long before curiosity got the better of a passer-by. The big, red, shiny button was pressed and the drama ensues. The payoff comes in the form of a banner, which unravels on the side of a building with the strapline: "Your daily dose of drama."

The technique of plotting a PR stunt, letting it happen, filming the reactions and putting it on the web is not new, but this one is particularly arresting. It's funny, it's quick, it's clever and it makes perfect sense.

TNT has managed to literally bring the channel's proposition to life with a stunt that didn't just capture the attention - nor did it just entertain - but it clearly and memorably communicated the brand message.

Bravo.

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Credits

Brand

Turner Benelux

Task

Make people aware of the launch of the new TV channel TNT.

A large red button labelled "push to add drama" stands in a Belgian town square. When the button is pressed, the public look on as an ambulance screeches around the corner, a cyclist has an accident, a fight breaks out and a shoot-out with police begins. American footballers arrive, remove the bodies, while a woman in red underwear rides a motorbike through the chaos.

Credit

Duval Guillaume Modem.

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