The Worst Viral Ads of the 2000s: A Closer Look at the GI Joe Ad
In the early 2000s, viral marketing became a popular way for brands and filmmakers to connect with audiences and promote their content. However, not all attempts at creating viral ads were successful. One of the most notorious and memorable examples was the terrible video for the GI Joe movie.
Introduction to Viral Ads in the 2000s
The late 2000s saw a rise in viral marketing efforts, with brands and filmmakers experimenting with this new form of advertising. Successful viral ads often relied on elements such as humor, user-generated content, and an engaging narrative. However, the flip side of this rapid growth was an abundance of what can only be described as poorly executed attempts. One of the most egregious examples was the GI Joe ad.
The GI Joe Viral Ad: An Analysis
The GI Joe viral ad was a prime example of a failed viral marketing campaign. What made this video especially horrible was its blatant use of every cliche associated with the then-emerging viral ad genre.
Camera Work and Acting
The video's filming style was clearly designed to mimic home movies and YouTube content. The shaky camera work, abrupt cuts, and seemingly spontaneous moments were all attempts to create a sense of authenticity and relatability. However, these elements only served to underscore the video's amateurish nature. The acting was equally poor, with actors performing lines that were clearly written and rehearsed. This forced performance did little to enhance the video's appeal.
Special Effects and Hook
The video's special effects were another glaring issue. From the outset, it was immediately apparent that the CGI and animation were cheap and poorly executed. The failed ollie to the helicopter was a particularly egregious example of visual effects gone wrong. The attempt to create a thrilling, action-packed moment for the video only resulted in a cringeworthy and unconvincing sequence.
The Frustration of the Failures
What made the GI Joe ad an especially egregious case for those familiar with the viral marketing landscape of the time was the context in which it was produced. 2008 had been a summer of spectacular viral ads. Memorable videos such as Bike Hero, the Office Worker freak out for the movie 'Wanted', and Dimitri The Lovers audio clip had all set high standards for what could be achieved in the viral marketing space. The promoters for 'GI Joe' felt the need to compete with these examples, but instead, they produced a hackneyed and uninspired effort.
Lessons from the GI Joe Ad
The GI Joe ad serves as a cautionary tale for marketing professionals today. Here are some key lessons that can be drawn from this failure:
Authenticity is Key
Attempting to mimic home movie styles or other viral ad tropes can backfire if not done with genuine authenticity. The GI Joe ad relied too heavily on these cliche elements, resulting in a video that felt forced and out of place.
Quality Production Values Matter
Even in the realm of viral marketing, quality production values still matter. Poorly executed visual effects and rough editing can turn a potential hit into a miss. The GI Joe ad relied on cheap and unprofessional visual effects, which only served to make the video feel less convincing and more amateurish.
Humor and Innovation
Humor and innovation are essential elements of successful viral ads. Without a sense of humor or a unique, inspiring idea, a viral ad can quickly become forgettable. The GI Joe ad lacked both of these crucial components, making it a forgettable and disappointing effort.
Conclusion
In the rapidly evolving world of viral marketing, it's crucial to strike the right balance between authenticity, quality, and innovation. The GI Joe ad serves as a stark reminder of what happens when a campaign fails to meet these standards. While it may be one of the worst viral ads of the 2000s, it also provides valuable lessons for marketers and filmmakers looking to create engaging and memorable content.