Rating:

Assessment:: This reminds me of an old joke, about a creative team struggling to come up with an idea, when one of them blurts out, “I’ve got it!, Richard Avedon!” – which isn’t an idea. It’s an execution – hiding the fact that there’s no idea. For a viral ad, it’s okay. But I investigated the link, only to be disappointed by the lack of follow-through of the viral element that led me there. Call me an art snob, but I would of preferred Avedon.

Rating:

Assessment: An effective viral offers a high “pass-it-along-to-your-friends” factor, and entices involvement. Good so far. This one feels like the marketing device it is – a risky proposition given the uber-cool teen target. After the car vaporizes we’re led to a Web site that talks to teens about car insurance “in their language” by mocking parent-speak. The idea of Desjardins sponsoring this site is a cool one. Not using a stolen car message on the site to segue into the broader car insurance message seems like a bit of a missed opportunity. However, as my teen son says “the viral is pretty random”. Which is good. Apparently.

Rating:

Assessment::While the ‘anything can happen’ theme is nothing new, watching a car float into space is a refreshing take on the subject. The effects marry beautifully with the handheld look. Well acted. Quite intriguing. So I checked out the website. I realize teens aren’t the only ones viewing the site (c’mon, who’s really paying their insurance), but it doesn’t fit with the personality of what I just saw. Nevertheless, visitors may stick around long enough to consider Desjardins. Hey, anything can happen, right?