On May 12, a one-minute ad appeared on the video-sharing site Vimeo. It featured an advertisement for Fortnight Lingerie, shot in the style of a super sexy public service announcement. In this ad, two women demonstrate the proper way of performing CPR. On that day, the video earned a total of 15 views. After 5 days, the video had hit well over the 1 million mark.
No one ever knows which uploaded video will be a hit, but there’s an art form to creating viral advertisements. Does sex sell? Absolutely! Here, the Toronto based agency, Red Urban, used two sexy and attractive models dressed in frilly lingerie to promote CPR and Fortnight Lingerie.
So what’s the secret to this video’s success? Sex? Sure, but it’s also a legitimate instructional video. (Honestly! There was actually a medical expert on the set.) The truth is, more than anything, that this promotional video was brilliantly created for a lingerie company that hardly anyone had ever heard about. It was created by an advertising agency that wanted to go all out to show the world what they could do.
Red Urban’s creative director, Christina Yu, later admitted that the agency had created the spot at no cost to Fortnight Lingerie, and released it onto “the net” to see how it would do organically.
Now, all lingerie companies produce sexy bra commercials, but Red Urban did it with a twist. The concept was simple - Fortnight Lingerie makes anything sexy. And what’s the most unsexy ad an agency can possibly create? You guessed it, a mundane instructional CPR public service announcement.
In June 2010, the Super Sexy CPR site was launched and added its Super Sexy Abdominal Thrusts video, (also legitimately educational!) along with that cool, minimalistic soundtrack used in both videos.
Saving lives has never been sexier.
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