The majority of virals are entertaining, edgy and cool - that’s why they go viral in the first place – but every now and then a piece of content spreads like wildfire not because it’s good, but because it’s so bad that people feel compelled to spread the suck. Or, in the case of Karen26, because it’s absolutely, totally, 100% FAILtastic.
In case you’re not familiar with the whole fiasco, Karen26 is a video created by Grey advertising in an effort to promote Danish tourism. The video features a young Danish woman trying to establish contact with the father of her son. In short, they hooked up, did you know what, and he vanished the next morning without so much as a goodbye.
It didn’t take people long to determine the identity of the single mom – Danish actress Ditte Arnth – and when they did, they were not happy.
Simply put, it’s possibly the dumbest attempt at advertising I’ve ever seen. Even if people hadn’t fingered it as contrived rubbish, I fail to see what Grey and VisitDenmark set out to achieve. Unless I’m missing something and it was their aim to portray Denmark’s female populous as easy targets; unable to resist Johnny Foreigner and his exotic charms.
So, in a display of unbridled eViolence, people launched into both parties and comprehensively took them to the cleaners. They were roasted across the web – on news sites, Twitter and Facebook profiles, and blogs. After which you’d expect the defendants to wipe the failcake off their faces and show some humility, but no such luck.
Instead Grey decided the best course of action would be to take a stand against the ignorant masses and preach the virtues of their ingenious campaign.
In the wise words of Peter Helstrup, “It is the most successful viral advertising ever. We have cut through the media clutter. It has cost us the same as a 30 second commercial, aired a few times on TV2.”
Yes, and Paris Hilton should be awarded the Nobel Prize for her continued services to humanity.
Peter, my man, I’m sorry to break it to you, but in the face of widespread hatred and ridicule, 850,000+ views does not a good advert make. If it did, Microsoft would be onto a winner with their delightful Windows 7 Party video.
The ad surfaced towards the end of last month and there has been a slew of negative commentary as a result. Have a look and see what you think.
Karen26:
Windows 7 Party:
Also check out:
