When a video with a title like “The First Wireless Bungee Jump” starts making waves online, you just know you have to check it out. There’s a lot happening in this little video, which is actually an advertising mockumentary for IKEA, that makes you question where reality stops and fantasy begins. So, is this really the future of advertisement? Or is it one step too far in the tricks of the advertising trade? Let’s have a look at the campaign.
The Wireless Bungee Jump campaign was a recent release by DDB Brussels and IKEA that saw a volunteer willing put himself in the hands of progressive scientists to be the first to ever make a wireless bungee jump. Although viewers may be thinking that the correct term should be cordless, it will all come together in the end. The secret here is magnets, so powerful that their opposing polarity will function like a force field to stop said volunteer from hitting the ground. In preparing for the jump in scenic Normandy, the volunteer rings his loved ones, and promises to get in touch as soon as the jump is completed. It’s a adrenaline moment when he seemingly falls through the void, but he manages to survive it, and make the call. How’s he charging his phone? Wirelessly.
The Product Motivator
The product at the centre of all of this is IKEA’s wireless charging collection. Admittedly, its something of a tenuous connection between the wireless bungee jump in Normandy and the local IKEA, but DDB Brussels manages to run with it. There’s a definite feeling throughout the video that this is the future, but right now. No modern furniture, no spaceships, it’s the world we’re already living in, but better thanks to IKEA.
A Risky Move
That being said, we have to admit that as an advertising method, the mockumentary is a little flawed. It’s three minutes long, which is way beyond the attention span of most internet users. There may be a feeling, among some users, that they’re being unfairly tricked into believing that a wireless bungee jump is possible. And, the product placement is minimal at best, only a few seconds at the end, which means if viewers stopped watching the video early, they would have little idea of what the goal of the video was.
So What Works?
What’s working in this campaign is a really unique idea, and very unusual expression of that idea. The concept of the wireless bungee jump is definitely new, and on that alone the campaign is memorable. People who view the entire video will likely enjoy the ‘short and sweet’ tagline at the end:
Wireless bungee jumping: one day | Wireless charging: today
And perhaps that very short view of the product is working on human curiosity. We know that as soon as we had finished we went looking for what exactly wireless charging was, how we could use it, and where it was available. So, in this regard is does draw people in to the concept, and then display IKEA prominently as the supplier. We aren’t saying it’s going to work for everyone, but it does make an impression.