On Monday evening, a link to a YouTube video for Brut was posted. Normally I’d ignore posts like this, but, in this case; two factors made me click through.
1)    The poster was Kerry McGregor (from her own page).
2)    The post had 50 likes after being posted for 10 minutes.

So naturally, I figured this video required watching.

Let’s get down to brass tacks: As an advert for Brut, this is terrible. It tells me nothing about Brut. However, it does have a bunch of highly attractive models including Candice Boucher and Kerry McGregor speaking about the ‘Essence of Man.’

The does seem like to have a similar insight to Old Spice guys’ famous “Look at your girly smelling man, now back to me” line. So why will this ad take off in the future on a viral course?

• It was first released on YouTube and Facebook on Monday afternoon, prior to it being flighted on TV. Brut seem to have prioritised Social Media as a channel for this campaign... so you can expected to see it actively promoted on these platforms, whereafter, men across the Internet will spread the word.
• Secondly the ad features what is scientifically proven to be the single most successful thing to get men to notice advertising: Gorgeous women (and specifically gorgeous women talking about what they think defines a man).

As I write this, the video only has 452 views, but bearing in mind this is organic growth since Monday afternoon, I think the video is bubbling under, possibly waiting for a PPC campaign or for a Twitter or Facebook campaign to join to give it a real kick-start.

It will be interesting to see if the Durban-based agency behind this video has anything else to bring Brut to our attention in the social sphere.

Also check out:

• Danger excites and Old Spice man
• Will a Bottle of Old Spice Blend?