February 2, 2012Comments are off for this post.
Super Bowl Ad Spoiler Alert!
Below are a few good words about our latest work at DNG, and my personal labor of love "Five Hours of Adriana Lima" (seen above). All of this organically generated buzz with no seeding, and no media dollars. Simply upload a video of smokin' hot Brazilian super model Adriana Lima in a bikini waving a flag in super slo-mo for 5 straight hours.
"The ultimate in Super Bowl ad teasers"
"You've already seen all the Super Bowl ads. Just watch this for five hours on Sunday."
Ad Age â€“ Pick of the day
"The title is pretty self-explanatory. To build up hype for its Super Bowl commercial, Kia apparently decided the 15-second teasers all over broadcast television weren't enough."
Creativity Pick of the day
As Creativity "Pick of the Day" we actually beat out last year's ad poll winner Volkswagon, who posted their Super Bowl spot the same day.
"Kia makes one of the smartest marketing moves weâ€™ve seen this year."
"Thankfully, Kiaâ€™s marketing teams have a viral bone inside them, and they released something really amazing: five hours of Adriana waving a flag wearing a bikini and high-heels."
The World's Best Ever
"Yes, 5 Hours. Well done Kia, well done."
Lost In A Supermarket
"Kia is on a roll. ... And now theyâ€™ve had the marketing genius to stick Adriana Lima in front of a camera and wave a flagâ€¦ for FIVE hours."
Video of the day.
"Calling, Don Draper. Has Madison Ave. run out of ideas? Might this â€œcampaignâ€ be so bizarre that it is actually genius?"
Super Bowl Ads For Geeks
"Kia just published the longest Super Bowl Ad teaser in history. 5 Hours of Adriana Lima is just that."
"Four hours, fifty-nine minutes and 30 seconds more flag waving that is strictly necessary."
The Journal of Awesome
"Creating a 5 hour clip of Adriana Lima's (spot) cameo and putting it on YouTube is brilliant."
The Future Of Ads
"Kia actually understands the YouTube audience in a way that few brands manage."
Here's a link the YouTube Brand Channel archive on This Moment's servers, so you can experience it yourself. (Please disregard the giant type in the video posters and thumbnails. Kia added this after the campaign was over.)