The Good, the Bad, and the Viral of Video Advertising

In the world of digital marketing, video advertising has become a dominant force. It has the power to captivate, inform, and persuade audiences like no other medium. However, while some video ads become highly successful and go viral, others fall flat, fail to connect with viewers, or even cause controversy. Understanding what makes a video ad effective, what common mistakes to avoid, and what elements contribute to virality can help businesses and brands create campaigns that resonate with their audiences.

The Good: Elements of Successful Video Advertising

1. Storytelling That Engages

One of the most powerful tools in video advertising is storytelling. A well-told story creates an emotional connection with viewers, making them more likely to engage with and remember the brand.

Example Video: John Lewis Christmas Advert

The UK-based department store John Lewis is renowned for its emotionally driven Christmas ads. These ads often tell heartfelt stories with compelling characters, reinforcing the brand’s identity without overtly pushing a sales message.

2. Clear and Persuasive Call to Action

A successful video advertising campaign directs viewers toward a specific action, whether that’s making a purchase, signing up for a newsletter, or visiting a website. Effective ads seamlessly integrate a strong call to action (CTA) within the video.

Example Video: Nike – “You Can’t Stop Us”

Nike’s 2020 ad utilised split-screen technology to deliver an inspirational message about unity, resilience, and athleticism. The ad concluded with a CTA that encouraged viewers to stay active and support one another.

3. High Production Quality

Even in the age of user-generated content, high production value remains a key differentiator in video advertising. Professional cinematography, quality sound design, and effective editing enhance the credibility of an ad.

Example Video: Apple – “Welcome Home”

Apple’s “Welcome Home” ad for the HomePod, directed by Spike Jonze, featured visually stunning sequences, creative set design, and an immersive viewing experience that left a lasting impression.

4. Relevance and Personalisation

Great ads speak directly to their target audience, addressing their needs, desires, and pain points. Personalised content that aligns with consumer interests tends to perform better.

Example Video: Spotify Wrapped Campaign Ads

Spotify’s annual Wrapped campaign uses user data to create highly targeted and engaging video ads that reflect individual listening habits, making them incredibly shareable.

The Bad: Common Pitfalls in Video Advertising

1. Overly Sales-Driven Content

A frequent mistake brands make is prioritising sales over storytelling. When an ad feels too much like a hard sell, it can turn viewers away rather than engage them.

Example Video: Pepsi – Kendall Jenner Ad

Pepsi’s 2017 ad featuring Kendall Jenner faced massive backlash for appearing to trivialise social justice movements, coming across as tone-deaf and overly promotional.

2. Lack of Authenticity

Modern consumers value authenticity. If an ad feels insincere or disconnected from real consumer experiences, it can backfire.

Example Video: McDonald’s – “Dead Dad” Ad

A UK McDonald’s ad that attempted to tug at heartstrings by focusing on a child grieving his father was criticised for being exploitative and insincere.

3. Poor Execution or Production

Even with a great idea, poor execution can ruin an ad. Low-budget production, bad scripting, or weak acting can make an ad forgettable or even laughable.

Example Video: Peloton – “The Gift That Gives Back”

Peloton’s 2019 holiday ad was mocked for its awkward storyline, in which a woman appears pressured into using an exercise bike given to her as a gift, leading to widespread criticism.

The Viral: What Makes a Video Ad Shareable?

1. Emotional Connection

Viral ads often trigger strong emotions—whether it’s joy, sadness, surprise, or laughter. Emotional engagement increases the likelihood of viewers sharing the content.

Example Video: Always – “Like a Girl”

This ad challenged gender stereotypes, sparking conversation and encouraging widespread sharing due to its empowering message.

2. Humor and Relatability

Funny ads tend to get shared more frequently. Humour makes an ad more memorable and enjoyable to watch.

Example Video: Old Spice – “The Man Your Man Could Smell Like”

This quirky and humorous ad became a cultural phenomenon, with countless parodies and spin-offs due to its entertaining and bizarre nature.

3. Unexpected Twists

People love surprises, and ads that take unexpected turns keep viewers engaged and encourage discussion.

Example Video: Dollar Shave Club – “Our Blades Are F*ing Great”**

This ad took the internet by storm with its irreverent humour, straightforward messaging, and unexpected punchlines, making it highly shareable.

4. Interactive or User-Generated Content

Viral campaigns often involve some form of audience participation, encouraging users to create their own versions or interpretations.

Example Video: ALS Ice Bucket Challenge Videos

While not an ad in the traditional sense, the ALS Ice Bucket Challenge demonstrated the power of video campaigns that encourage user participation and sharing.

Final Thoughts

Video advertising is a powerful tool when executed well, but it comes with its challenges. The best video ads tell compelling stories, resonate with their target audience, and encourage action. On the other hand, ads that feel forced, inauthentic, or overly complex risk turning viewers away. Understanding what makes an ad go viral can help brands craft engaging content that reaches far and wide. By learning from the successes, failures, and viral sensations of video advertising, businesses can create campaigns that leave a lasting impact on their audience.