Over the holiday season, British hardware retailer Robert Dyas created an odd promotional commercial that quickly became a viral sensation.
The low-budget commercial is a parody of a Red House Furniture commercial from 2009, which has consumers and employees stationed at different parts of the store stating their sexual orientation, suggesting that straight, gay and bisexual people are fond of the store and the products it sells. Many viewers seemed to be confused at the video's intentions and expressed that a person's sexual orientation shouldn't matter when shopping for hardware, which is precisely the point. Over the Christmas season, this quirky video quickly racked up more than half a million views on YouTube.
While the video recreation might seem less than original, part of its success may be attributed to its release during a year which saw huge advancements to gay rights.
Low-Budget Hardware Ads
This Parody Christmas Ad from Robert Dyas Became a Viral Sensation
Trend Themes
1. Viral Advertising - By creating an odd and quirky promotional commercial that became a viral sensation, Robert Dyas demonstrated the power of unconventional advertising in grabbing consumer attention.
2. Inclusive Marketing - The confusion and subsequent discussions around the commercial's message about sexual orientation indicate the need for more inclusive marketing campaigns that resonate with diverse audiences.
3. Online Engagement - With over half a million views on YouTube, Robert Dyas showcased the potential of online engagement and social media platforms for capturing a wide audience.
Industry Implications
1. Retail - The success of Robert Dyas in generating buzz and brand awareness through viral advertising presents an opportunity for the retail industry to explore unconventional marketing approaches.
2. Marketing - The discussion around the commercial's messaging highlights the importance for marketing professionals to incorporate inclusivity and diversity in their campaigns.
3. Social Media - The online success of the commercial on YouTube emphasizes the significance of social media platforms as effective marketing channels for reaching a broad audience.