Video content is critical to brand success across many emerging media platforms, especially YouTube. One unique phenomenon that has emerged with the creation of so much marketing video content are marketing video parodies. Several brands have had parodies created of their commercial, with Lincoln’s Matthew McConaughey commercials a recent version. One brand that was able to have success with parodies (even before the age of YouTube!) was Mentos. Back in the 90s, they had a longstanding campaign in a happy-go-lucky almost sitcom style where each advertisement “would feature a protagonist faced with an obstacle. Upon popping a Mentos, our hero figures out a way to overcome this obstacle. Then, FREEZE FRAME.”
Many of the parodies created around this concept can be found here:
There are a lot of different opinions about whether or not “all press is good press” or not. I think that this is very situational. There are three different outcomes when an advertisement becomes a parody:
- The ad (and brand) gets overshadowed by the parody.
- The brand gains publicity and sales from the parody.
- The brand takes matters into their own hands and creates the parody themselves.
I think that the lighthearted nature of most parodies enables good press and brand promotion. Being picked up by SNL means that you have made it and have a successful ad.