What’s the kiss of death for brands in a digital culture? It’s boredom.
That’s why this shocking video by Dermablend caught my attention. It graphically demonstrates the brand’s attributes—namely to cover up severe blemishes or scarred flesh (NB: I have no professional relationship with Dermablend, and they don’t know me from a hill of beans.).
The campaign’s Halloween timing is spot-on. Everyone takes a certain interest in the bizarre this time of year. In this case, it’s the full body skeleton tattoos of Rico Genest, aka Zombie Boy, a 26-year-old professional model – or should I say “anti-model” – who gets work because of his head-to-toe skeletal tattoos. He went mainstream when he appeared in a Lady Gaga video.
Looking at this video might make you wonder who the target is. Let me tell you, in a viral realm, targeting doesn’t matter as much.