Word: adding
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Dates: during 2000-2009
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...Manhattan's trendy Soho district, rock star Lenny Kravitz peers down from an 18-m-wide billboard for Absolut vodka, holding in his outstretched arms what appears to be a digital cable with bottle-shaped plugs. This isn't just the physical manifestation of the vodkamaker's latest hip ad campaign; it's also a display of advanced technology. At the bottom of the sign, Absolut invites passersby to send a text message or enable their Bluetooth cell phones to download a free 4-min. MP3 track where they're standing. "We always try to be edgy and different with...
...similar problems. They want to ride the viral train for the free publicity, but it doesn't always go where they want it to. In March Chevrolet organized an online make-your-own-commercial campaign for its Tahoe SUV. Green-minded humorists hijacked the campaign, creating widely circulated Tahoe ads with slogans like, "Nature? It'll grow back. Drive a car that costs the earth." Last year, Lee Ford and Dan Brooks, a London-based creative ad development team, came up with an "edgy" Volkswagen spot for a demo reel: a terrorist tries to detonate a car bomb outside...
...every video goes viral. The vast majority go nowhere--YouTube hosts millions of hours of drunken parties, tearful confessions, smiling babies, sleeping cats and screen grabs from World of Warcraft, all doomed to obscurity. Nike showed a firm grasp of the form with a popular clip, an ad stealthily designed to look like amateur footage, showing soccer deity Ronaldinho putting on a pair of sneakers and then, incredibly, nailing the crossbar with a soccer ball four times in a row. Some of the successes are accidental. For a while, one of the popular movies on Google Video...
...what about David Bernal, a.k.a. David Elsewhere? He's living the viral dream. Since that night in 2001, he has danced in commercials for 7-Eleven, Heineken, Pepsi and Apple's iPod. He has shown his stuff on Jay Leno, Jimmy Kimmel and Steve Harvey. He did a Volkswagen ad that consists entirely of his gloriously funky reinterpretation of Gene Kelly's classic Singin' in the Rain routine. He even did a cameo in You Got Served. "The choreographer had seen [the video] and wanted me to be in the movie," Bernal says. "That's usually how it works...
...Indeed, every network and Internet portal is scrambling to get online. Last month, Warner Bros. Television and AOL launched In2TV, an ad-supported streaming video service offering hundreds of vintage shows online, with upcoming plans for paid downloads as well as original webisodes from Punk'd creator Ashton Kutcher and Survivor producer Mark Burnett. CBS has been streaming NCAA basketball games, while also selling CSI and other shows on Google. NBC has become a major content provider to iTunes, and previewed The Office on MySpace before the show hit traditional airwaves...