A Dramatic Surprise

TNT’s absurd ad that focuses on observer reactions of unfolding ‘drama’ has exploded (dramatically) onto the web peaking at 6.6 million daily views on just the second day since posted.

The promotion uses simple text to set the scene as a quiet square in a quiet town with a big red button atop a podium placed next to a large arrow labeled “Push to add drama”. A dramatic music score is used throughout the 1:46 minute video to build tension and set the pace. The camera follows the tentative participant as they press the button, immediately a siren is played and a series of increasingly ridiculous events play out with the camera switching to the bewildered onlookers every few seconds.

This video is a strong example of a successful viral video campaign.