Tide Makes Real Video Per Fake Onion Column About Fake Tide Video


How’s this for meta-marketing: A recent column in The Onion was titled: “Hey, Everybody! This Cool New Tide Detergent Video Is Blowing Up All Over The Internet!” The author was one “Fred Hammond, director of digital video and social media ad integration, Tide detergent.” The Onion piece refers to a (fake) viral clip by (fake) Hammond’s (fake) team — so Tide went ahead and made the real video, featuring “cute, funny talking animals, a cool indie-rock song” and Bret Michaels.[more]

Make that “Bret Michaels.” The Hammond-penned column spoofs the desired results of every single viral, digital and social marketing campaign ever (just about):

For those of you who haven’t seen it yet—and trust me, your friends are going to email this Tide detergent clip to you, like, a thousand times in the next few days—it’s got these cute, funny talking animals, a cool indie-rock song, and it’s just so hilariously random. And it’s got this amazing cameo by Bret Michaels, which is so funny because Bret Michaels is hilarious and from the ’80s. But hey, I don’t want to ruin it for you. Just take a minute to check it out for yourself at the Tide website or Facebook.com/Tide, or check out Tide’s totally awesome YouTube channel, which is like a treasure trove of cool, popular videos that everyone loves. And honestly, do yourself a favor and just go to Tide’s website and hang there for a while. It’s a totally awesome place to go and play online games and meet other cool fans of Tide products.

Also, do yourself a favor and also read The Onion’s “My Great-Grandfather Started This Business With One Simple Mission That We Abandoned Decades Ago,” another mock op-ed about where brands go wrong, part of a slickly branded microsite by The Onion promoting TNT’s Franklin & Bash series.

(Hat tip to the Weather Channel CEO David Kenny and PepsiCo Beverages global director of digital Shiv Singh for flagging the Tide mock-in.)