90 Miles From Tyranny : 'Jennifer Aniston Sex Tape' Draws 7.5 Million Views

Wednesday, June 5, 2013

'Jennifer Aniston Sex Tape' Draws 7.5 Million Views

Actress Jennifer Aniston arrives on the red ca...What does it take for a bottled water brand’s Web video to become the Internet sensation du jour? Seemingly, not all that much. Smartwater’s“Jennifer Aniston Sex Tape” ranks a distant #1 on Advertising Age’s Viral Video Chart, at more than 7.5 million views. It contains no sexuality and isn’t even all that funny. But it does a brilliant job playing with the baser instincts of Internet users – and, in so doing, demonstrating…

a) that there is a formula for viral success
b) that it’s really is as simple as you had always feared

The promise of celebrity skin + awkward humor + digital manipulation + a catchy title = gazillions of views

Grabbing attention is one thing, but will the views translate into sales? If the advertiser were a bank, a phone company, even an electronic gadget, the answer would likely be “no”. But this is an ad for bottled water, a relatively inexpensive product category where choices are often made on impulse. Bottled water is also a category where brand reallydoes matter a great deal – because there’s little to be had in the way of tangible benefits, and therefor little is expected. For SmartWater, the name of the game is to be top-of mind at point of purchase. To that end, “Jennifer Aniston Sex Tape” will likely deliver.

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