Cable channel uses video ad to introduce new offering
Posted on Aug 21, 2012 by YuMe
In honor of cable network Comedy Central now being broadcast in Latin American countries, a new tongue-in-cheek ad was created.
"It celebrates a little-known but apparently hotly contested sporting championship – the Siesta World Cup!" Tim Nudd wrote in an August 15 Adweek article.
The two-minute ad is a documentary-style video featuring plenty of silly moments celebrating a sporting event dedicated to napping. Chuckle-worthy moments in the spot include an interview espousing admiration for the training needed to compete, a judge who tests to see if contestants are really asleep and a final competition in which participants ride out on donkeys while napping. The online video ad had more than 4,400 views and 53 "likes" on video sharing site Vimeo within the first three days of being posted there.
"The documentary-style spot aims to celebrate how non-serious Latinos really are, and their ability to make fun of themselves and their traditional naps during the day," according to an August 16 article on DesignTaxi.com. "To make a link with the ‘seriousness’ of the event, the commercial ends with the tagline: 'Finally a TV Channel as serious as we are'."
Adweek reported that the purpose of the video was simply to make viewer laugh. Comedy Central has been broadcasting its content to Latin American countries since February, but this ad is the network's first video introduction of this expansion.