The Adnostic

There is a continuous debate among advertisers about what a viral advertisement is. Most people who are really well versed in the web and understand the culture try to emphasize the idea that you cannot "make" a viral video, you can only cross your fingers and hope that a video you made "goes" viral. That's because viral is a verb, not a noun.

I know that seems just like a argument over semantics, but its important. Using viral as a verb or an adjective and not a noun help set expectations and changes the view of the audience from automatons who's only purpose is to mindlessly spread your message, to real people that you have to give a compelling piece of content that they think is worth spreading to their friends.

Now that's a trick.

Here is an example of a video from the UK promoting Samsung LED televisions. I showed it to Dave and he was in awe, but I told him to wait, because it gets better....

He posted the link to his twitter account and away it went to all his friends, who spread it to all their friends, but he didn't realize it was an advertisement until I told him so. He was a little shocked and felt slightly ashamed that he helped an ad man spread his message, but he got over it because the video was really amazing.

So how did this ad succeed in going viral where so many others fail? It succeeded, because it wasn't an ad. That's right, you heard me, IT WAS NOT AN ADVERTISEMENT. The message was vague and left the interpretation, which is not typical of a traditional advertisement. It was a gift to the internet.

The video itself was amazing. Live sheep making amazing patterns with LED lights. It was incredible, and a no brainer for spreading and the message was secondary to the act of extreme sheepherding. By spreading it among their friends people of the internet are reaffirming their identity. By spreading this video they are saying, "I think this is neat. I think you should watch this. I think your life would be a dull and dreary place if you do not see this."

This video is not an advertisement. Samsung LED televisions gave this me. I really liked it. I thought it was amazing, and I think you will like it too.

This video is a gift, from Samsung, to me, to you.