Spot on strategy

I was going to write a news story about this video. But I can’t do it justice. Just watch it, if you dare.

You may not want colleagues looking over your shoulder while you do though.   

Grim but compelling, isn’t it?

It was created by Naked Communications Melbourne for men’s skin care range Oxy, which is managed by Mentholatum. Man sized problems indeed.

Horrific as it is, I bet it goes viral.

It takes in clips that already existed on YouTube. I’m never going to be able to listen to In The Hall Of the Mountain King again.

This is a great example of when great strategy does not demand a big budget solution.

As Naked’s Adam Ferrier puts it: “The idea came from the simple insight that guys like watching videos of guys squeezing big pimples. It speaks to our target much more authentically than the glossy, cheesy work of OXY’s big spending competitors. We believe this work will result in mass trial of the brand, and change consumer behaviour towards Oxy.”

Nice work. And by nice work, I mean, utterly foul work.

Tim Burrowes


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