Welcome to the Viral Superbowl

Someone on the brand team at Dr. Pepper is spending a lot of time on YouTube. And why not? There are learnings to be gleaned and talent to be mined there.
Take singer-songwriter and distinctive vocalist, Tay Zonday. He’s already an internet hitmaker, so Dr. Pepper wisely hitched a ride on his wagon, asking him to remake his “Chocolate Rain” vid (which has been viewed more than 11 million times on YouTube) into something the brand could benefit from.
According to the daily (ad) biz, the brand’s agency of record, Y&R, did not have a hand in this video production. So ad peeps are not just being outsourced to India and other low-wage nations. Strategies are being written by the brand team and execution is being handed off to DIY consumers and culture makers.
Isn’t disruption fun?



About David Burn

I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. Today—after working for seven agencies in five states—I am head of brand strategy and creative at Bonehook in Portland, Oregon.