Direct Line's Pet Step viral lacks creativity

Social video expert Be On evaluates the latest viral campaign from Direct Line.

Direct Line: latest Pet Step viral ad fails to impress
Direct Line: latest Pet Step viral ad fails to impress
 

The content has been poorly curated to produce a random selection of - not always funny - clips of pets.

4 / 10

Is it your dream to have a famous dog? If yes, then this wild fantasy might now be possible thanks to Direct Line’s new campaign, 'Pet Step'.

In an effort to promote its pet insurance, Direct Line created a microsite where animal enthusiasts can upload videos of their talented pets. Among other things, users can win a spot in an ad for their furry friend.

The idea seems solid – the most-watched videos on YouTube often star extraordinary or pretty ordinary pets – but is that enough?

The latest ad glues together short clips of "funny" pets. It uses the exact same concept as the previous two trailers for the campaign, and also in common with its predecessors, it lacks creativity.

The videos were not the only recycled material – the ad lacks an original sound track that corresponds with what is happening on the screen. Also, there is no storyline or even a smooth flow between the clips. Given the vast amount of interesting and funny content on the microsite, the content has been poorly curated to produce a random selection of – not always funny – clips of pets.

In focusing on generating decent content from their audience, the brand has forgotten to create its own great video to promote the contest.

The concept is an interesting idea and the audience will most likely engage with it, but a poorly produced video won’t gain the traction it deserves – meaning it won’t go through the roof in terms of shares.

Become a member of Campaign from just £78 a quarter

Get the very latest news and insight from Campaign with unrestricted access to campaignlive.co.uk , plus get exclusive discounts to Campaign events

Become a member

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an alert now

Partner content

Digital cities for digital citizens

How to make your ads clear