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Hunter [Plays Football With] A Bear

Author's avatar By Danyl Bosomworth 28 Oct, 2010
Essential Essential topic

Two months ago correction fluid/tape brand Tippex launched their hit YouTube campaign, "NSFW. A hunter shoots a bear!," featuring a reluctant hunter faced with shooting a bear wandering up to his tent.

Don't shoot the bear!

The hunter decides he cannot shoot the bear - instead reaching outside the frame of the video - a cool rich-media tactic - and using the big Tippex dispenser in the ad alongside him to erase "shoots" from the video's YouTube title.

As with the Burger King's classic Subservient Chicken campaign it's up to you to insert the verb. "Erase" seems the most appropriate, given the product!

The result? More than 6.3 million viewers in its first few weeks, why so successful...

  • Tippex appears once, yet the plot teaches what the product's about, very memorable
  • Naturally, users are hit with multiple moments of surprise that keep them engaged for at least 2-3 verb choices
  • It's short and fun, and your friends thank you for sharing it - a positive for a brand you rarely think of these days

The learning maybe is that a creative but simple idea well executed with rich technical solution can create massive cut-through and be extremely relevant to your brand all at the same time. The time, effort and investment ends up being way cheaper than more traditional paid media given the years that the video can be played with. The best thing since Old Spice guy - probably?

Author's avatar

By Danyl Bosomworth

Dan helped to co-found Smart Insights in 2010 and acted as Marketing Director until leaving in November 2014 to focus on his other role as Managing Director of First 10 Digital. His experience spans brand development and digital marketing, with roles both agency and client side for nearly 20 years. Creative, passionate and focussed, his goal is on commercial success whilst increasing brand equity through effective integration and remembering that marketing is about real people. Dan's interests and recent experience span digital strategy, social media, and eCRM. You can learn more about Dan's background here Linked In.

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