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There’s a special branch of marketing that’s loosely called ‘big ideas’. I personally don’t do these, mainly because big ideas require spending “chance money” and I prefer eliminating the element of chance. But that doesn’t mean that it isn’t extremely spectacular when it works. In Sweden, I would name the agency Studio Total as a good example, but lately I think quite a few of us are looking at one agency in particular—Duval Guillaume Modem.

Ramping up right now with some incredible 25M views on YouTube is A Dramatic Surprise On A Quiet Square:

If you can’t see the video, click here.

I love how they start off with just a few incidents and then… just escalates. But, the trick is of course to bring it all home with a punch. And speaking of how to do exactly that, I think you should see this clip by the same agency:

If you can’t see the video, click here.

Boom. Incredibly strong, even if a social media natural and YouTube make-up tutorial wonder child like Michelle Phan could beat 750,000 views without breaking a sweat using her webcam, we still love and admire the impact these creative stunts has on us.

Many also saw the agency’s famous Carlsberg viral some time ago, but personally I really prefer this simple yet funny video on parenting:

If you can’t see the video, click here.

Big idea marketing truly is a delight and we watch and we share. But even if I marvel at the creativity and the communicative power that lies within these commercial messages, I just can’t seem to escape the question of who we admire in all of these videos? Does this make me think of TNT as a creative and cool company? Or do I marvel at the creative process going on over at Duval Guillaume Modem?

For me, it’s the latter of course. But maybe that’s because I’m a marketeer? In any case, who am I to argue with 25M views? For now, let’s just enjoy the entertainment!

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The Writer:

As the author of Doctor Spin, Jerry's passionate about online persuasion and public relations. He runs the agency Spin Factory, the community PR of Sweden, and the e-learning platform Spin Academy. Jerry lives in Stockholm with his wife Lisah and his son Jack. Click here to subscribe to Jerry's posts!

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