Photo: lastpictures on YouTube
Consider your favourite YouTube videos. They’ve likely got one thing in common: they’re funny.And today, that’s what young people are responding to, Gavin McInnes, the creative director at Rooster, told a crowd at a recent Advertising Week panel event. “This generation is jaded. They’re sick of being sold to. They want real comedy that would be on a real show.”
That understanding plays a huge part in Rooster’s advertising philosophy.
A few months ago, McInnes pitched Vans Shoes an ad about the “dos and don’ts of public urination,” starring himself. Though Van’s was initially sceptical, the seven-minute short scored more than a million views online.
“The meritocracy of YouTube,” as McInnes calls it, allows for comedic creativity that might not fly in traditional media.
An added bonus for advertisers: it doesn’t cost much to go viral. “It’s good for brands on a shoestring budget,” says McInnes, who co-founded the hipster Vice magazine before launching Rooster this year. Because funny sketches subtly incorporating specific brands, when done properly, essentially disseminate themselves online. Viewers watch, enjoy, and share — at scale.
Here’s McInnes’ risky (and hilarious) ad that totally worked out for Vans:
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