Unilever has admitted it was behind the 'amateur' Bride Wig-Out youtube video showing a psycho bride chopping off her own hair an hour before her wedding. The video is intended to promote Unilever's Sunsilk brand. Since its Jan. 18 release, the six-minute video, featuring the bridezilla character and her foul-mouthed brides, has been viewed 2.8 million times and spawned vigorous debate about whether it was actual footage of a bride's very bad hair day or an elaborate hoax.
The YouTube video creates a hair problem connected to the term "wig out." In Phase 2 of the campaign, Sunsilk will run television commercials that pick up on the "wig out" phraseology and offer solutions.
Now that Unilever has owned up to the video, will consumers find it funny or will they be turned-off by the hoax? And how many more companies will be able to have success on youtube before this medium starts to grow stale?
LR
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People are starting to get used to / exposed to this type of "stunt" advertising... but my guess is that's it's still too new for them to get mad. But they'll be more skpetical the next time around...
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