This thing was all over my Facebook feed. Awkward, cute, strange. I watched it, curious about the backstory… who would think to do such a thing? With over 46 million views as of this morning, it’s a viral sensation, capturing a moment of pure… something.
But then things turned a tad curious.
The New York Times best summed up the situation with a story reporting the beautiful, viral vid was, indeed, an ad for a clothing company.
Melissa Coker, 35, the founder and creative director of the clothing company Wren, commissioned the video to showcase her clothing line’s fall collection for Style.com’s Video Fashion Week. Style.com had created the video series for brands that might lack the financial wherewithal to put on a runway show during Fashion Week.
Did it work? Yup.
Ms. Coker said that there’s been a “significant bump” in sales on Wren’s online store since the video made its debut. And the song accompanying the video, Soko’s “We Might Be Dead by Tomorrow,” sold 10,000 copies in North America on Tuesday and Wednesday. Her album also sold an additional 1,000 copies, said Bryan Ling, the co-president of Community Music, which licensed Soko’s album in North America.
In her defense, there’s this:
And Ms. Coker said that there was no intention of hiding her company’s involvement. The video flashes “Wren presents” at the beginning and also mentions the company in the credits. “There was no part of it where this was a secret,” Ms. Coker said.
So… good? Bad? As a copywriter, I’d say it was rather good. The fact they didn’t hide the branding, to me, makes the project one heck of an effective viral ad effort. The fact people didn’t really notice the whole “Wren Presents” at the beginning makes it an even more interesting case study, considering the jump in sales.
Down side? The people in the vid weren’t “walk off the street” folks. They were evidently models and/or actors. Also, the branding at the beginning of the film? The whole “Wren Presents” thingie? Yeah. It’s on the vid for a very short time. So, it could be construed as a tad misleading.
Either way, I have a hunch we’ll see many more of these in the future. Heck, we’ve even got a parody, giving the original vid even more traction. NSFW, btw:
Turns out, at least some of the attractive strangers (why are they always attractive strangers?!) are actually models or actors. Slate has identified a few of them, which makes us feel better knowing that not every person plucked off the street looks like he stepped out of an Urban Outfitters catalog.
True love is dead and everything is just a cynical plot to extract your money, it emerged today, when the First Kiss video featuring “strangers” making out was found to be just a commercial for an autumn/winter clothing line.