This is a great piece from Mumbrella.
Remember Dumb Ways To Die? If not, take a moment to familiarise yourself with it.
John Mescall, who made the ad, loaded up this piece with a bunch of really handy, and easily transferable, bits of advice for communicating with the YouTube generation.
A couple of samples.
Not many advertisers allow themselves to be that honest about things, but Metro did and that’s a great starting point. In a world dominated by spin, honesty in itself can be disarming and refreshing. I think the title helps. I’m a big believer in titles, and as advertising moves from paid interruptions to a storytelling model, it’s something we all should pay much more attention to. Titles sell books, and they sell movies. Your campaign needs a good title.
Dumb Ways to Die is a good title because it’s succinct, evocative and very suggestive of reward-for-effort. Who wouldn’t click on ‘dumb ways to die’? If we titled this piece ‘Be safe around trains’ would it have worked as well? Not a chance.
And the clincher – it’s about telling a story, and doing it with authenticity.
Ultimately, it’s an ad that doesn’t feel anything like an ad. It’s happy and silly and joyful and clever and more than a little odd; the intangible things that are so hard to rationalise, but so very important.
And finally, but very importantly, we made sure the campaign was easy to share and discuss. That meant turning the whole thing into animated gifs for tumblr. Making the song downloadable via iTunes, soundcloud and our website. Not disabling comments on youtube. That kind of thing.