Not Another Overly Successful Viral Video
Viral videos continue to amaze me to this day. Just the idea that any type of video, any type at all, could suddenly garner such attention, to the tune of millions of views, without a lick of advertising (and don’t fool yourself, if you’re advertising your viral, you’re cheating).
But the viral video fairy has swooped by once more! After sprinkling her user-interest dust on:
- men with bottles of diet coke and a few mentos,
- Alanis Morisette and a bit of Fergie-licious teasing, and
- those two improvisors who are "into nuggets y’all",
she has picked yet another strange online video on which to lavish her affections…
Feast your eyes on the 1500 inmates of Cebu Provincial Detention and Rehabilitation Center, in Cebu, Philippines!
I have to admit, when I first heard of the video’s basic conceits – prisoners en masse, I feared for the worst. Maybe I can blame Gitmo and stories of prison abuse. But of course it doesn’t matter what I blame, because the video is not the least bit offensive, and absolutely amazing.
The 1500 inmates, you see, are trained to perform the authentic Michael Jackson’s "Thriller" dance. Complete with the beginning vignette where Michael and his girlfriend wander through the cemetary after seeing a horror movie starring Vincent Price.There is nothing like the visual of 1500 orange-clad men dancing and leering to one of my favorite Jacko numbers.
How popular is it, Justin? So popular! No, seriously, this version of the video was posted on July 17th and has already earned its weight in users with over three and a half million views. Exactly. Two weeks. Three point five million views.
So what is it that makes it viral?
- For one, I see the "unbelieveable" aspect to play a role. Much like the online world couldn’t believe that a bottle of diet soda would blow up from the mere introduction of a tiny piece of candy, I imagine they can’t fathom the thought of 1500 prisoners being allowed out into the open air together, and then those prisoners getting together to do a spot-on rendition of a dance without breaking out into knife fights.
- Two, we’re dealing with an international pop favorite. Despite the social downfall of its creator, Thriller, and its accompanying zombie dance is still remembered fondly by many people in many generations. To this day you stand a chance of seeing a newly released movie where the actors are more than willing to lift their arms and teeter back and forth together.
- Three, it’s brilliant escapism. I mentioned Gitmo, and I stand by it. We hear so many horrendous things about prisons the world over, so isn’t it wonderful to see a prison where the detainees are schooled in the finer art of crotch-grabbing and moonwalking?
Are there more reasons for its popularity? I’m sure, and I’d love to hear other opinions. But what I do know is that there is no advertising budget behind this video. It wasn’t done to increase the popularity of the Cebu detention center. And it wasn’t created to usher in a new type of product. And here it is, with three and a half million views.
So what to do? Maybe follow the McDonalds idea. Don’t make your own video, buy someone else’s! What company would benefit from this video? Maybe it will make a great advertisement for Michael Jackson’s upcoming reunion tour.
Or, maybe, just reconsider viral. Realize the trends that are evident here, especially the art of impossibility:
- Did Alanis REALLY just spoof fergie?
- Did these guys REALLY write a rap for McNuggets?
- Does Mentos REALLY make soda explode?
- Does the Cebu detention facility REALLY make their inmates learn dance numbers?
In this confusing state, users then learn that, yes, it is all really, really true. So embrace the unbelievability, and craft yourself a really intriguing, funny, and impossible viral.
Or call the Cebu detention facility, and ask them if anyone beat you to the punch.
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