I bloomin love this Channel 4 Ident which - not surprisingly - has never made the screens. The whole series of these idents are directed brilliantly and really enjoyable to watch. But throw in some seriously hard core swearing by the celebs and it is lifted to a whole new level. Channel 4 rules for allowing this to be released - be it only on the internet.
Implications - For some consumers, celebrity culture is very engaging. Celebrities are seen as representing perfection, so when they misbehave, it's very engrossing because it's out of the ordinary. By subverting expectations, companies can create campaigns that are far more engaging for consumers. These types of campaigns have a greater chance of going viral and spreading naturally.