Panda cheese came out with a successful advertising campaign that consists of about five commercials. The videos are on YouTube and have already received a couple of million views combined in a matter of a few days. In fact, they were handed awards from Cannes Lions.
And why wouldn’t they? The idea is courageous, some might even argue too bold (hence giving it even more value), and relatively unorthodox. They’re simply hilarious.
All five ads back-to-back
The campaign was created by Advantage Marketing & Advertising (who are understandably ecstatic with the award). Not only has the campaign snow-balled before the general YouTube crowd, it was actually featured by one of the most influential YouTube celebrities of all time, Ray William Johnson.
=3 reviews three viral videos, Panda’s ad is the last one
This is it! Egypt’s on the Social Media map! It’s refreshing, and indeed liberating, to see us break free from the self-imposed limits of lame, traditional marketing. It’s fantastic to conquer new territory, explore new terrains. It’s an inspiration to millions attempting to make it to the international scene.
Unfortunately, it has been brought to the attention of the social media enthusiasts in Egypt that there was a series of commercials that were released to the public as early as January of this year that consisted of many of the same elements that were showcased by the dairy producer:
You can watch the entire campaign by searching ‘Bruins Hockey Rules’ in YouTube
A coincidence? Possibly, but tough to swallow. Let’s recognize that besides the romantic music that kicks in as the crowd stares at the panda, the plot and storyboard are almost identical. Incidentally, the Bruins Hockey Rules campaign was not as viral (in terms of YouTube views, TV appearances is a different story).
If we were to assume that it was indeed very heavily influenced by the hockey team’s campaign, then it’s undoubtedly a heart-breaking drama. And it’s not solely about the ethics (or lack of) involved, it’s the crushing disappointment to many Egyptians and social media addicts throughout the entire Arab world that have long awaited the knight that would save the day, and be the change we want to see in our world. Why is it that, when we finally make it big, it has to be via borderline illegal approaches?
In all cases, let’s not take it all away from Panda and co. At least they were able to create a buzz, and perhaps spark enthusiasm to everyone around, inspiring them to express, produce, and share. Let it be but a bump on the road to web success.