Not long ago, I wrote about the latest viral video from Smirnoff. It was for their new Green Tea product, and was very, very similar to the wildly successful original Tea Partay video. I don’t know the results produced by the second video, but I am pretty sure that Green Tea Partay was not nearly as successful as the original.
Another extremely successful viral campaign from last year was the shaveeverywhere.com effort from Philips/Norelco. But unlike the Smirnoff effort, the latest work from the folks at Philips, Robot Skin, has NOTHING to do with the huge hit they had with shaveeverywhere. Perhaps it is because the new work was done by the London office of Tribal DDB, not the American one.
Lost in translation, in my opinion, is the singularity and freshness of the last year’s opus. The shocking simplicity of a guy describing the advantages of shaving his privates was priceless.
The first-person perspective of a futuristic detective story in “Robot Skin” doesn’t feel so fresh. Still, there are nice production values here–a manga-style animation with decent writing and a nice soundtrack. But the product is so lost in the experience, that I am pretty sure most folks won’t walk away with much of an understanding about what the new razor actually does. In any case here is what another blogger had to say about the work. I agree with much of what they wrote.
Oh, and if you are looking for the robot Menage a trois, go right to episode three.
