This is truly pitch perfect marketing. Everything about this advert is reminiscent of kid’s advert from the 80s (the only thing it’s missing is the Mattel logo at the end), and it helps convey a backstory and a context for this new character while at the same time being a great example of the advertising of that time.
Viral marketing has finally been pushed to the fore as was witnessed with the alternate reality Watchmen news reports, and I remember fondly the obscure ‘leaked’ security tapes for Joss Whedon’s Serenity being an early, and effective example. As this advert has shown, viral marketing has been taken to a new level, with greater sophistication and with a result as good as this you’ll be almost convinced that Lots-O’-Huggin’-Bear was a real toy from your past.
While marketing companies are getting very good at what they do there’s something about this video that shows Pixar know exactly how to nail their parodies – this is so close to the myriad other, genuine 80s advert online that you’d swear this was real.
Dave has already seen the film and talked to the people at Pixar and there is a tangible air of fun and creativity in the place, this is evident from the films themselves but also the shorts, the marketing and now these viral videos.
I’d love to see Pixar do a whole host of these adverts for their other toys. Click below and enjoy.