So the YouTube clip posted by Never Hide films, below, went up just a week ago. In that time, it’s had over 1.6 million views. Impressive, to say the least.
What’s more impressive is the branding. or lack there of. All it is is a split second shot of a car window, with “Never Hide” scrawled in the dirt a la “wash me.”
Never Hide is the new tag line for Ray-Ban, apparently authored by Chuck McBride at the new Cutwater in San Fran. 360° has a good quote from McBride on the tag and the idea. Also interesting is the way in which it differs from the commercial (non-viral) Ray-Ban stuff:
McBride said that one of the important things is that a lot of “cool executions can live under it.” One of the big questions, I suppose, is: Do both of these ideas live under the Never Hide idea? Does the YouTube viral coincide? Does it need to? Is a viral with something scrawled on the window enough to direct to the brand? Incidentally, the top Google result for Never Hide is the french Ray-Ban site. Regardless, this is pulling in massive attention on YouTube, which still seems to be a viable enough source for publicity and channel for viral advertising. I’m interested to see where the view count is at next week.