This viral sits in the murky area where user-generated content meets advertising. And if ever an issue was perfect for such treatment, it is global warming. So the strategy is perfect.
The execution features Sam and Ralph, YouTube celebrities of 'Mutherf**kin tea' fame. They were already on their way to Japan, so all MTV had to do was give the lads a camera, train tickets to Kyoto and 'dramatic licence'. The only drawback is that the product doesn't hit home. It's two posh guys doing a sweary rap, in Japan, with a couple of decent visual prompts. The lyrics don't have a strong enough idea and, frankly, they don't look too interested.
The clip finishes with frames saying 'This has been a DIY commercial' and 'Climate change is a DIY issue'. My first reaction was 'Why did they do that?' But the more I think about it, the more I think it's a good message.
So, a great approach to the problem which didn't seem authentic - but that's mainly because I didn't discover it and it lives on a destination.
Viral: Cake.
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