What does it take to grab customers’ attention with online video? Creativity, originality, and a little something more.
Thanking K-Swiss for having “balls of steel,” Daniel Abedon of Caviar proudly accepted the award for best advertising video last night at the 2012 Vimeo Awards. Abedon won for one of the videos he directed staring Kenny Powers, the central character from HBO’s “Eastbound and Down.”
On the show, Powers is a former major league baseball pitcher trying to claw his way back. In the K-Swiss ads, he’s the tough-talking new CEO of K-Swiss. Aided by several professional sports celebs, Powers has created some of the most laugh-out-loud funny video advertising spots the web has seen.
Abedon was right to praise K-Swiss for its courage. Not many companies would risk their reputations on a series of profanity-filled ads. This Vimeo award win is proof that the gamble paid off, and that K-Swiss found a way to break through the noise and offer customers an ad they’ll actually want to watch. Perhaps it will inspire other companies to takes risks with online video advertising.
“The best brand advertising has to get more creative to get people’s attention and inspire them to share,” said Benjamin Palmer, co-founder of The Barbarian Group, when introducing the category.
To view the winning K-Swiss ad, scroll down.