There are moments when working in branded entertainment impacts my judgement on what is awesome, and this is one of them. Created by the digital agency Mekanism, this Method ‘anthem’ is definitely an advertisement, but not in the tradition sense. There’s something very internet-specific about it that makes me love it. Maybe it’s the close ups, the music choice, or the hipster styling, but it reminds me of a video that could possibly be made by OK Go.
Despite all the madness (drums, lite-brite wall, balloon half pipe), one thing is clear. Method is one of the companies that ‘gets it’. Digital distribution is different than television. And if audiences are going to click on your video and spend the time to watch it online, they want to be entertained.
So touche, Method. I’m convinced that you are the coolest. If I didn’t already use your products, I would now.
It’s no secret that funny Lonely-Island style music videos do well on YouTube. They have for years and that will continue for the foreseeable future. However, they are incredibly hard to pull off and the difficulty level doubles if said music video is promoting a product or service.
But Jawbone rocks it in their of their modernization of Ice Cube’s “Today was a Good Day.” I think it’s partially due to the fact that they didn’t make the video about the product. They mention it briefly and you just happen to see it everywhere in the video.
Lately there have been several comical music videos that point out how cushy the lives of middle class American can be. Recent examples include First World Problems and Whole Foods Parking Lot. Both of which have “oh my gosh I totally do that” moments that make me feel a little sad about my life.
Playing into the “life is so hard when I’m inconvenienced” comedy trend, I can applaud Jawbone for understanding their product and embracing their consumer base.