What better way to capture young hearts than to produce a dark-humored commercial about euthanasia? Such is the thought behind sock brand Burlington France’s latest YouTube commercial, “Euthanice Me”:
The YouTube-only commercial starts off seemingly touching, with a young grandson looking over his grandfather, asking, “Grandpa, are you going to die?” But around the halfway mark, the grandson smiles, jokingly motions as if he’s pulling life support from his grandfather, and then he actually does it.
“Burlington used to be more directed to an older generation — these are your grandfather’s socks,” said Philip Derome, the creative director for Pain Surprises, the French agency that worked with Burlington on the videos. “I won’t say Burlington wanted to reject their audience, but they wanted to push back older consumers and bring in young consumers.”
“Euthanice Me” is the third in a series of videos meant to establish the company’s social voice and presence online. The first, “It’s a Fucking Matter of Detail,” which was released in February 2013, features a nude hipster defending his taste in Burlington socks: “I’m wearing Burlington, and I’m fucking proud.” The second, “Can You Sock Me?” released late October 2013, plays on the word “sock” as if it had a hidden sexual double entendre. Since its release, “It’s a Fucking Matter of Detail,” has received more than 37,000 views on YouTube. “Can You Sock Me?” has received more than 116,000. Interestingly, the brand is barely visible on other social platforms: It has only 278 followers on Facebook.
“Some comments, especially for ‘Can You Sock Me?’ say the videos are disgusting, but some people like it,” said Derome. “But it’s always a black or white reaction. That’s what we do.”
Why HelloFresh struck an ad deal with StreamElements to reach the gaming community
StreamElements’ plug-and-play interface creates a lighter lift for brands looking to reach the gaming community, eschewing the protracted negotiations and production time that can come along with brand partnerships with prominent individual streamers.
What these latest consumer affinity trends tell us about marketing in 2023
Video views could guide marketers on where consumers will shop after watching content on social networks.
Sam’s Club wants to ‘broaden awareness’ in cinemas with a faux-movie trailer starring Kevin Hart
For the holiday season, Sam's Club has teamed up with Kevin Hart to help launch its ad featuring a movie trailer style and is hoping to connect with moviegoers by boosting brand awareness for the holiday season.
SponsoredPublishers are adapting advertising strategies for a privacy-first world
Tina Iannacchino, senior publisher director, Seedtag So much of the attention around the death of third-party cookies and its impact on the digital advertising industry is focused on the implications for brands and consumers, which is far from the complete picture. The digital publishing industry in the U.S. is massive and set to be shaken […]
Why YouTube’s focus on competing with streamers may have hurt the platform as brands focus on TikTok
As competition continues to heat up in the digital video and content creation space with TikTok, Instagram and the recent addition of social app BeReal, YouTube may be feeling that heat more and more.
Dentsu’s new global gaming lead reflects on gaming strategy ‘void’ in advertising, media
Despite the rapid rise of gaming in recent years — or perhaps because of it — many brands and marketers are still confused about how to best reach the gaming community. Dentsu's new global gaming lead Brent Koning is equipped to navigate these uncertain waters.