These past two weeks saw the release of two adrenaline themed ads, and a funny note is they both came from two well-known beverage brands. Everyone likes a little dash of awesomeness in his or her life now and then, if not as a participator then at least to look at from a secure distance in awe. The UK Pepsi Max ad featuring daredevil stuntman Damien Walters popped up on several media websites as “video of the day” this week while time will tell if the action packed Jägermeister ad will follow in the viral footsteps already laid. But apart from the stunt-which ingredient made this video spread in lightening speed across social media channels? We’ve zoomed in on the dominating components and how they’ve helped Pepsi Max hit that social media nerve.
Both ads display a captivating storyline that takes us through layers before peaking. For nearly three full minutes we are captivated by the trial and errors Damien Walters goes through again, and again until finally-success! Jägermeister also makes use of this trial and tribulation build up, in their realistic road trip tale of 5 friends heading towards an epic experience they’ll undoubtedly be telling their future grandkids.
Both cases flaunt beautiful cinematography, Pepsi Max with its slow-motion shots and hypelapses and Jägermesiter with a hand held camera feel that really makes it seem as if you were right there with them – sharing the journey. The music ads to the drama in both examples, climaxing at the end destination; the completed loop and the actual surf experience.
Feel good factor
For nearly three full minutes we are captivated by the trial and errors Damien Walters goes through again, and again until finally-success. You can’t possibly watch this video without feeling just the least bit euphoric– you’re sharing that ‘by golly he did it’ reaction. And while winter surfing in icy oceans is not exactly a leisure activity most of us would get excited about, we fully relate to the feeling of togetherness, bonding with kindred spirits and just having the time of our lives and sharing special moments with our dearest of friends.
Rule number one; we never mention the brand name!
In both examples the brand’s presence remains unveiled until the very last minute. This allows the audience to really live through the entire experience and for a short while becoming spellbound. Especially in Pepsi we really want to see if this guy can actually pull off the crazy stunt, while Jägermeister sends memories, dreams or even desirable destinations to the forefront of our minds in their pristine and heartfelt depiction of ‘friendship’ at its best
With 4 million views and counting, the shareability factor of the Pepsi Max ad makes you reminisce that legendary Red Bull Stratos jump of 2012. The observant viewer would notice that there seems to be forming a trend, a trend that indeed has continuous accents of Red Bull. We wait in suspense to see who will be the next brand to portray an equal level of awesomeness.
Jägermeister’s “It runs deep” ad