Wednesday, March 20

A Tale of Two (Driving) Videos

There are two very distinct online videos that are capturing attention these days, and they couldn't be farther apart themeatically.  Both are very well done, engaging, and brand-shaping for very different reasons.  I point them out together to show the range of emotions that can exist when viewing within seconds of each other as we speak to our consumers.  And also the range at which a brand can choose to engage.

First up is the Pepsi Max video with Nascar driver Jeff Gordon.  Can always count on Nascar, and evidently Pepsi Max, for a little thrill.  At last check, over 23 million views.

Now along comes this new online documentary from none other than AT&T.  IMHO it is the most persuasive piece I've seen on the topic of texting and driving, bar none.  It's gotten over 3 million views so far.  You gotta see it, share it, and show your kids.  Send it to everyone that you are in contact with throughout the day.

"One LOL and I killed a man."  Wow.  Bravo AT&T.  Let's hope it sparks behavioral change ... even just one behavioral change.  "Texting and driving, it can wait!"  Indeed.

What's your experience?  Jim.

Jim Joseph
President, Cohn & Wolfe NA
Author, The Experience Effect series
Marketing Professor, NYU

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