Advertising Age is raving about Dove’s “Evolution”. Their headline reads “Better ROI From YouTube Video Than Super Bowl Spot”. Now that’s what some people want to hear. And it leaves reason behind. Jumping head over heals into the current media internet bubble bath.
The Dove campaign is great. How often is there an ad for a cosmetic product that I want to show to my daughter? It certainly works on the internet. Because of it’s content. Certain content will work well on the internet. But let’s face it, if something works really well it will get killed by it’s own success: Today you can find a video of mentos + coke on Google Video. It is prominently featured on the google Blog.
Dove is great since it’s decent and sells soap. Are you feeling having a Diet-Coke or Mentos after watching the latest and lamest sticky liquid orgy? Certainly not. Actually with todays video dropping Mentos into big soda bottles becomes officially lame. The Meme has suffocated itself under it’s own weight.
Update:
Cnet however sings a different song. I wonder how many kids run around now with the video cameras to do the ‘next big thing’.