Going Viral: Secrets Behind Commercials that Took the Internet by Storm
In today’s digital age, the holy grail of marketing is creating content that resonates so strongly with audiences that it spreads like wildfire across the internet. A commercial that goes viral can catapult a brand into the global spotlight, generating widespread buzz, engagement, and, ultimately, a significant boost in brand awareness and sales.
While the formula for virality is not an exact science, certain commercials have managed to capture the internet’s attention in a way that transcends traditional advertising. These viral sensations have become cultural phenomena, sparking countless memes, parodies, and discussions across social media platforms.
So, what sets these viral commercials apart? What is it that compels people to not only watch but to actively share and engage with the content? By dissecting some of the most successful viral commercials, we can uncover the key ingredients that ignite this digital wildfire.
- Emotional Resonance:
One of the most potent drivers of virality is the ability to evoke strong emotions within the viewer. Commercials that tug at the heartstrings, provoke laughter, or inspire awe and wonder have a higher chance of resonating with audiences and compelling them to share their emotional experiences. Take, for example, the remarkable “Puppy Monkey Baby” commercial from Mountain Dew. While undoubtedly bizarre and unsettling, the ad’s surreal blend of puppies, monkeys, and a human baby sparked a wave of reactions, ranging from confusion and amusement to outright horror. The sheer oddity of the concept was so compelling that it became an instant meme, with people sharing their reactions and interpretations across the internet. - Cultural Relevance:
Commercials that tap into current cultural trends, memes, or conversations have a higher chance of resonating with audiences and going viral. By aligning their messaging with the zeitgeist, brands can create content that feels relatable, timely, and shareable. Wendy’s “Sassy” Twitter persona is a prime example of this strategy. By embracing a sassy, witty, and sometimes snarky tone on social media, the fast-food chain has cultivated a personality that resonates with younger audiences and has generated countless viral moments through its clever comebacks and internet culture-savvy interactions. - Humor and Surprise:
Laughter is a universal language, and commercials that can elicit genuine humor or surprise have a higher chance of capturing the internet’s attention. Whether through clever wordplay, unexpected plot twists, or quirky characters, humor and surprise can make a commercial stand out from the crowd and encourage sharing. Old Spice’s “The Man Your Man Could Smell Like” campaign is a prime example of using humor and surprise to create viral magic. The absurd and over-the-top nature of the commercials, combined with the charismatic performance of the “Old Spice Guy,” generated an endless stream of memes, parodies, and social media buzz. - Shareability:
In the digital age, content that is easily shareable has a higher chance of going viral. Commercials that are short, visually striking, and easily consumable on various platforms have an advantage when it comes to capturing attention and encouraging sharing. The “Dumb Ways to Die” campaign from Metro Trains in Melbourne, Australia, is a masterclass in shareability. The catchy and darkly humorous animated video, which warned against unsafe behavior around trains, was so memorable and shareable that it quickly became a global phenomenon, spawning countless memes, remixes, and even a mobile game.
While creating a viral sensation is never guaranteed, understanding the key ingredients that drive virality can help brands craft commercials that have a higher chance of capturing the internet’s attention. By tapping into emotions, cultural relevance, humor, and shareability, businesses can increase the odds of their commercial becoming the next internet sensation, propelling their brand into the global spotlight and leaving a lasting impact on audiences worldwide.