Video Ads as Content: Coca-Cola

Nate Elliott | April 18, 2007, 06:42 AM

One of the mandates prescibed in my recent On-Demand Video Advertising report is that advertisers must "focus on creating video content, not just video ads." There are several ways to do this, as listed in the report:

1. Let your brand piggyback on a story. If people get tied up in an interesting or entertaining story, they won't mind if you use it as a vehicle to (subtly) promote your company.
2. Avoid traditional TV formats. Rather than limit yourself to standard 15- or 30-second ads, use any length of video necessary to tell that compelling story.
3. Produce a large number of creative executions. The more videos you make, the greater the chance your target audience will latch onto one and pass it around.
4. Create intentionally unusual videos. Whether it's striking visual images, or famous people doing strange things, give consumers a reason to notice and talk about your videos.

I've always cited Carlsberg's 2006 "Old Lions" ad as the standard-bearer for video ads as content. But today (via Adrants) I found one that might be even better.

As part of their ongoing "buy a player for your club" promotion, Coke is encouraging English football supporters to raise money for their teams. The chairman of each club involved makes a pledge to do something ridiculous if the supporters reach the fundraising goal... and now we get to watch them make good on those promises. (The videos for Lincoln, Stockport County, and Oldham are the best.) Not only is it great fun, but the execution also follows each of our four rules. Watch the videos here.