Most viral videos succeed because they play on the shock factor or the cuteness factor. Like the Danish woman looking for the father of her child, or the ridiculously successful Charlie Bit My Finger. Rarely do videos become viral due to sheer brilliance in cinematography and direction, or because it successfully pulled at heartstrings. These are the two factors that struck me the most with Tropicana’s latest campaign.
With a total of under 100,000 views so far, it’s hard to say whether Tropicana’s viral video attempt can be called a success. But it sure turned heads enough for the media to pick it up.
The music was spot-on, the shots were highly touching, the drama was perfect. Most of all for me, it was a really darn sweet gesture. So what if it was a mere marketing ploy, it got a whole town smiling that day.
As part of their “Brighter Mornings” campaign, Tropicana went to the Arctic Canadian town of Inuvik during their 30th day of no sunrise. The juice drink brand hoisted up a 36-foot-wide helium balloon lit up with 100,000 lumens of light. For the 1-minute spot, they hired a team of Canadian filmmakers to document the event. This was the result, it really made me teary:
“Sansan is one of my favorite producers! I always love working with her. Gaan-gaan ng trabaho when it’s her who produces the segment!”