When it comes to municipal waste-management services, usually the last thing that comes to anyone’s mind is comedy. But when the city of Toronto hired two Second-City alumnae (Mike Nahrgang and Marty Adams) to write and star in a public-service infomercial explaining the city’s garbage disposal services, the resulting 'We Want It' campaign (which spoofed trashy Cash for Gold ads) became a viral smash-hit worldwide. It is also huge marketing success for one of the city’s most essential programs.
Essentially, the video boils down to two fictional garbage men named Chuck and Vince grabbing electronics and shouting, "We Want It!" over and over again. However, the impact of the madness behind the message can’t be understated. The We Want It video became an internet sensation overnight and was even featured on CNN.
The We Want It campaign has been such a success, in fact, that what was originally supposed to be a one-off deal has turned into an open-ended contract between the two comedians and the city.
Corny Garbage Virals
The City of Toronto Gets Comedic with the 'We Want It' Ad Campaign
Trend Themes
1. Municipal Waste Management Comedy - Opportunity for other municipalities to use humor in public service campaigns to increase engagement and awareness.
2. Viral Public Service Campaigns - Opportunity for organizations to leverage social media to create viral, impactful campaigns that promote their brand and message.
3. Celebrity-backed Public Service Campaigns - Opportunity for organizations to engage celebrities to promote public service campaigns and increase awareness of their cause or message.
Industry Implications
1. Municipal Waste Management - Municipalities can look to humor in public service campaigns to increase engagement and awareness of their waste management services.
2. Marketing and Advertising - Opportunity for advertising agencies to create impactful and viral public service campaigns that promote their clients' message.
3. Entertainment - Celebrities can leverage their fame to promote public service campaigns and increase awareness of important causes.