Close-Up: My YouTube ad of the week

Brand: OK Go, the Grammy-award-winning US rock band.

Task: Generate excitement and an expectation of creativity, resulting in consistently high viewership and a growing fan base.

Execution: Many dogs and 124 takes later, OK Go has created a single-take canine extravaganza, White Knuckles, that is sure to be another smash hit. The video features the band members dancing with furniture and performing alongside some very well-trained dogs.

Credits: OK Go, Paracadute Recordings.

Why I like this: Marketing is going to the dogs, and for OK Go, that's a good thing. In the world of online video, OK Go is the king of pop. But how is a music video with choreographed dogs relevant to marketers?

OK Go has built a solid reputation with fans, who have come to expect them to deliver clever and entertaining content. This expectation of creativity translates into fans, advocacy and views, as evidenced by the fact that while it took six days for their hugely popular 2006 Grammy-award-winning video Here It Goes Again to reach one million views, it took less than 24 hours for White Knuckles to achieve the same success.

Wish I'd thought of: The reviews are overwhelmingly positive. Punch "White Knuckles" into Google News and Blog search to see what I mean. OK Go's ongoing success is no accident and, on YouTube, the band has learned what so many brands have yet to grasp: consistent creativity counts.

As my friend, cartoonist and ex-Mad Man Hugh MacLeod likes to say: "What a lovely grain of sand you are. Too bad you're lying on the beach."

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