Aussie Veet ad that went viral to run in NZ and Canada

veet-bush2A quarter-page tactical ad for hair removal product Veet is now running in newspapers in New Zealand and Canada after the Euro RSCG-produced work went viral yesterday.

The “Goodbye Bush” ad to mark the departure of President Bush ran as a simple quarter page in Sydney’s Daily Telegraph and Melbourne’s Herald Sun yesterday. But after readers scanned in the ad and forwarded it to friends, it went round the world.

Rowan Dean, executive creative director at Euro RSCG in Sydney, told Mumbrella: “It’s been incredible. We started realising that it was going to be quite big at about 3pm yesterday, when people started forwarding it back to us. By the end of the day we were getting it in emails from friends in comapnies across Australia, and most of the other creative departments in town were letting us know. There’ve been thousands of comments on the various sites around the world.”

Dean said that copywriter John Gault and art director Patrycja Lukjanow had the idea before the election, but “held their breaths” until the best moment. And he praised his client, category manager Anja Voss, for investing what was for the brand a significant media spend in the ad. Media agency OMD also had a key role to play in working with the two News Ltd papers to ensure placement and get advice on whetehr to run the ads on yesterday or today, he said.

Dean said that Veet was a client that was willing to experiment with new approaches and launched a Facebook site several months ago .

He said the ratio of free PR to the original media placement was “huge”, adding: It really has been fantastic.”

What the blogosphere thinks:

US site AdFreak says: “Veet, maker of hair-removing waxes and creams, finds itself on the right side of history with this simple ad from Euro RSCG Australia, running today in Australia’s Sydney Daily Telegraph.”

Public Relations Sydney says: “Veet have done a great job of linking a topical news story with an advertising campaign.”

Stan Lee of the Brand DNA blog contributes:

“I’ve always been a big fan of topical advertising. And this ad for Veet hair remover really made me smile when I saw it in the paper today. No idea who did it, but kudos for getting the client onboard.”

Brand Strategy magazine‘s take is:

“We love this ad we got sent. Obviously there has been much cashing in from a variety of brands on the new presidency, but we think this jokey take is one of the best……nice to see a brand with a sense of humour in these tricky times.”

Give up Internet labelled the work its ad of the day. It was also highlighted on the site I Spy Cool.

Beauty site Kiss and Makeup said:

“Sadly I can’t take credit for this wonderful picture (not living in Oz ), but it’s provided some serious office entertainment! Enjoy. Oh, and hair remove while you’re at it!” said: “I love this one, final humiliation for George Bush – being used to advertise a ladies hair removal product.”

It was also picked up by The Frisky:

“Americans aren’t the only ones happy to see former President George W. Bush move out of Washington. Veet, the stinky hair-removal product, has joined waxing salons in using the “Goodbye Bush” concept to their benefit. Lawn landscaping companies really should get in on the action before it’s too late.”

The only place Mumbrella could find where comments were mostly negative was the Australian-based creative site Campaign Brief. While there were positive messages like “Awesome. Simple, clever and great media. Hope it picks up” and “This went viral. Well done. Who said print was dead?” others on the site said anonymously:

“I was just thinking today ‘thankfully we don’t see those old-school lame ass topical ads anymore’… and there it is.”

“I dunno… just feels really like a very 1995 tone of voice. The whole topical thing.. and really, really, really expected.”


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