Tarantinoesque Music Video Helps Vodka Brand Get 10 Million Views

There are things that never fail to sell – violence and sex.

The latest MTV of Biting Elbows made use of the first one through Quentin Tarantino-esque MTV complete with splattering, spraying, squeaking blood that spurts out of humans like a darn fountain show in Las Vegas.

It’s like a live coverage of a Role Playing Game where the whole scene was taken from a single point of view, the one who went all Rambo on some “bad/good guys” holding him hostage. He/She (the main character) shot,  punched, kicked, stab and shot some more, finishing everyone that gets in his way.

The whole piece is nothing new and certainly nothing outstanding. If you have ever played Counterstrike, the graphics is not far from it. There are no new stunts and all the goriness have certainly been shown before.

The reason it has 10 millions views is precisely because it shows things that have been shown before and have been proven to work such as violence, violence and more violence.

I am not about to debate whether it may be candidate for the next Canne’s. As a marketer, like  it or not, aesthetic supremacy is secondary. The point of contention is whether or not this piece may be considered an organic viral video or  branded one.

There were two vodka placements, one in the beginning and another towards the end. First, the POV character used the Vodka to clean his wounds and the next one  was on a plane.  The placement was subtle as subtle can be. Had I not been told about the details of this video before I watched it, I probably would have missed the branding in my first two viewings.

However, when you have 10 millions views and when critics, academicians and marketers start swarming your video, either for inspiration or as a subject of their next critical analysis, details are bound to be noticed.

This time, the detail is in the branding.

I have always favored looking at the intention of the a marketing material because no one can really control what others will think of the material. This time, it was said that it was financed by the brand and was released to promote their product by sponsoring a music video. That pretty much decides it for me. It’s a branded video, a successful one but no less a branded video.

Written by Xath Cruz

Xath Cruz worked for the traditional advertising industry for more than 10 years handling international blue chip clients. She started doing digital advertising and marketing and web property development 4 years ago. She is also a screenplay writer with several full length movies under her belt.


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