Multi-tasking actor shows off multi-tasking device in online video ad
Posted on Aug 27, 2012 by YuMe
The video advertisers in charge of creating the latest Samsung spot have taken celebrity endorsement to a new level, including actor James Franco in all aspects of the creation of the company's newest online video ad.
The made-for-internet video features the actor showing off the multi-tasking capabilities of the Galaxy Note 10.1 tablet by highlighting all the ways Franco can use the device, from diagnosing a sore throat to editing a recipe and solving a math equation. The two-minute and 44-second spot garnered more than 662,000 views and close to 1,800 "likes" within the first two days of being posted to YouTube.
According to Adweek, the creators of the video specifically crafted the spot around Franco, as he starred in, directed and helped write the ad.
"We wrote the script specifically for James Franco," Lars Bastholm, one of the executives behind this ad, said to Adweek. "We began by thinking about multi-tasking in general because the ability to do several things at once with multi-screen is a key feature of the Note 10.1. Once he came up, it seemed obvious he was the perfect person to illustrate this feature, due to his incredible range of simultaneous activity. He really is the ultimate multi-tasker."
This is only the first spot in Samsung's celebrity-driven internet video advertising campaign about the tablet computer, Adweek reported, although the company has yet to release the names of the other pop culture personalities involved.
How to pick the proper spokesperson
"Business owners should look for candidates who mesh well with their target audience and key demographics," Birk wrote in a May 2011 American Express Open Forum article. "It doesn’t make a lot of sense to have a senior citizen (no matter how famous) hawking products or services geared toward readers of the Twilight series."
When picking a celebrity spokesperson, Birk said companies and brands should look to people that they can afford to hire, but also those who are already fans of what is being advertised. In addition, video advertisers should look to work with the celebrity beyond just one online video ad.
"Drill down into your demographics and the appeal of your spokesman," Birk wrote. "Look for unique organizations, communities and online influencers who can spread the message."