Online video ad protesting Washington Redskins goes viral
Posted on Jun 12, 2014 by YuMe
Video ads can help brands and organizations better connect with consumers and influence them to buy something or rally behind a particular cause. The Washington Redskins have found themselves embroiled in a controversy around the team's name, logo and mascot, as many Native Americans have urged the team to change it stating that all three are offensive in nature.
According to CNN, last September, the Oneida Indian Nation, a New York-based tribe, released a radio ad criticizing the Redskins' mascot during last year's NFL season and to drive attention to the movement. More recently, the Yocha Dehe Wintun Nation, a northern California tribe, paid to have an abridged version of an online video ad protesting the Redskins name aired in seven major television markets during halftime of the NBA Finals, Time Magazine wrote.
In an official press release, the NBA reported the 2014 NBA Finals averaged 14.8 million viewers for the first three games of the series between the Miami Heat and San Antonio Spurs. A television audience of that size represents a tremendous opportunity for brands and organizations to make an impact with people using video advertising.
The "Proud to Be" video ad campaign was created by the National Congress of American Indians and originally had a run time of two minutes. However, it was edited down to a 60-second version suitable for TV in an effort to drive awareness of the fight to get the team's owner, Daniel Snyder, to consider making a change.
So far, the Proud to Be ad currently has 2.8 million views on YouTube at the time of this writing. This highlights the power of video to make a connection with people through the delivery of powerful messaging. it also demonstrates how advantageous it is for brands incorporate video marketing as part of its overall consumer advertising strategies.