In new AI generated campaign, âMini Pearl Adventuresâ, Gong cha is using vertical video to promote its new Mini Pearls
The campaign features actor Joe Jonas and a diverse squad of top-tier creators like Dude with Sign, Paul Olima, Sherlina
The creative revolves around 10 different jokes which are served depending on the data trigger and the location concerned. For
#Karen26 as she was known on Twitter, the "Danish mother desperately seeking..." the father of her son August which created quite the viral splash last year is going to Cannes.
Grey, the ad agency that created the ad and was fired later, stand behind the campaign which never actually ran in full. Yes, there was to be another ad with this one. One that tied the whole shebang together. Perhaps even a hilarious punchline. I don't know, I haven't seen it.
Judging half a campaign might be hard, but Grey does have digits to show off. In one week âDanish Mother Seekingâ was Googled over 83,000 times. Within 48-hours of the film being uploaded to YouTube in September 2009, the video of the young mother looking for the father of her child reached YouTubeâs âtop-ten most viewedâ list. Let's not forget that #Karen26 trended on Twitter that weekend. Will it bring home an award for "Best Use of Social Media"? Who knows - but it is undeniable that she went viral.
Tim Mellors, Vice Chairman and Worldwide Creative Director, Grey Group
