After we had this "viral" campaign for the 40 hr Famine submitted to us I got me thinking about all the "Blingvertising" I've seen over the last few years. Ali-G, MR.T and every other rap artist worth their salt is draped in gold chains and diamonds so itÃ¢â‚¬â„¢s no wonder advertisers don't use this aesthetic to sell their products.
MC Squared: This is a "viral campaign" for the 40 Hour Famine, although I cannot see any tie in. The customize my rap reaks of aveaword (which is nicely polished and sells the client's product well) and the talent is pretty ordinary. Even the "hoes" are ordinary. A quick google reveals the real MC Squared is a beat boxer. Sorry Sputnik, you guys do great work but this blows? Even the URL is APPTbusiness which just misleads you even more.
We're as guilty as any for dipping into the bling basket to style a project. We had a pimped out Pig for KKash and blatantly used the word for our Bling My Bomb site.
Other successful campaigns are the very funny 5 Cent from Host for Virgin.
There's also DJ Yuri with his In Da Cab site which promoted the film Taxi and Bling my Sid which had little kiddies dressing up Sid from Ice Age 2.
Sadly I realize now that using this aesthetic for kids in Australia Americanizes whatÃ¢â‚¬â„¢s Ã¢â‚¬Å“coolÃ¢â‚¬Â to impressionable minds. There is very little in todayÃ¢â‚¬â„¢s advertising that is uniquely Australian. And what is is seen as backward or uncool.
Note: This is by all means not an exhaustive list but ones I've been sent, involved in or really enjoyed. I'll also claim to be the first to use the word Blingvertising. Please comment with any other bling campaigns I've missed.
Update: here's the link to the Swedish campaign mentioned in the comments.