Note From Tongal: “Creating Contagious Content” is part of a series of Tongal Community-written blog posts that were originally sourced in the Tongal Blog Open Call Project. Read more Tongal Community-written posts here and then Pitch us a topic you'd like to write about for the Tongal Blog!
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As a society, we are fortunate that the infectious disease Smallpox was declared eradicated in 1980 with the last outbreak dating back to 1949, but over the past decade a disease known as Skittles pox emerged in America, and it is as infectious as ever. Yes, America “contracted the rainbow.” Its first outbreak was in 2012 when the absurd “Bleachers” ad showing two pasty teens under the bleachers awkwardly interacting first aired. In a Napoleon Dynamite, deadpan style a pale, ginger-haired boy who lacks social skills is infected with Skittles pox and his girlfriend (who apparently finds his pock-marked face irresistible) plucks one off his face and eats it; thus contracting the rainbow. Appetizing right? Wrong!!! So why then? Well, as disruptive content, this type of ad is contagious. In this post, we’ll discuss ways for you to get in the game of “oddvertising” and what you can learn from these creators.
The Skittles brand has established an offbeat brand voice and has committed to portraying the brand in an odd and disruptive manner. Skittles has been pushing the boundaries for many years with edgy content ranging from a guy sweating Skittles, to a woman plucking skittles from a girl’s eyebrow, to a guy milking a giraffe. Skittles continues to keep it weird. The brand takes risks that sometimes leave you scratching your head, and sometimes cross the line. Their recent Mother’s Day ad of a mother and son attached by an umbilical cord was pulled after many found it downright disturbing.
As a commercial creator, you have thirty seconds or less to make an impact and be memorable. Many creators have found that disruption can help. Disruptive ads are effective because they are unexpected and leave a lasting impression. Tongal creators, Side of Fries, seem to specialize in disruptive ad creation. In a recent Tongal interview with Side of Fries, Jordan Allen said, “The genre we specialize in is just weird. Essentially, if it makes you uncomfortable, it makes us happy."
"Er Mah Gush" by Tongalers Side of Fries
Their Gushers “Er Mah Gush” conveys a similar vibe to the Skittles pox ad. It has the same deadpan tone and is infused with unexpected moments throughout. The girl’s voice changes to the boy’s, they progressively get cooler as their outfits change, then a kid on the bleachers hushes them when the boy pops another Gusher and the kid on the bleachers blows up and floats away. All this happens in 30 seconds.
"The Button" by Tongalers Side of Fries
Side of Fries nailed it again with “The Button” for Chex Mix. Being a human lab rat is quite disturbing; and yes, it makes you uncomfortable (mission accomplished Side of Fries), but then you are shocked to the point of jumping out of your seat when unexpectedly a third arm pops out of the patient’s stomach. Oddly enough, the guy is ultimately pleased with this test result which is in itself disconcerting.
Based on the disruptive ads above, creators should consider the following when creating something outlandish:
Disruptive ads are buzzworthy, and brands are banking on their irreverent ads being shared and talked about. With so much noise and so many spaces in which to advertise, we can expect to see more bizarre ads in the future. Playing it safe will probably not garner the attention most brands demand. As the advertising spaces grow, it will become more and more important to take some risks with creative content, so start paying attention to some of these disruptive ads and try to learn where that fine line is that must not be crossed. Go ahead, “Create the rainbow.” Push viewers outside their comfort zone. Make unforgettable and contagious commercials that make people like me want to dissect them to try to figure out why the F*** your wacky commercial stands the test of time, and most importantly, create them on Tongal.
