Are you ready to join the Orange Underground? You know, a place where you can cause a little mischief (RAoC – Random Acts of Cheetos) then upload your videos to YouTube and become rich (in Cheetos) and famous (on Comedy Central)?
Here are a few of the professionally produced ads from the Orange Underground campaign:
Okay, so they are humorous, sort of. And taken in and of themselves, pretty harmless.
But Cheetos and ad agency Goodby, Silverstein & Partners of San Francisco weren’t interested in pretty harmless.
It’s all about going viral these days, folks.
It’s about building community.
Heck, create a movement if you can.
At the end of each ad, you are invited to “Join Now” by visiting OrangeUnderground.com. When you do, you are greeted by the twenty-something below who tells you what it’s all about.
This “underground” is trying so hard and feels so phony, it’s like a bad SNL skit that won’t end. And I don’t mean so bad it’s good.
So, what’s the deal with Random Acts of Cheetos, anyway?
Bob Garfield describes it in his Ad Age article, Cheetos Ads That Promote ‘Random Acts’ Are Irresponsible:
. . .there is another word for Random Acts of Cheetos: vandalism. The Cheetos Underground explicitly incites its shadowy network of crap eaters not only to perpetrate mischief but to document their petty crimes on video for the Cheetos website.
Encouraging vandalism can hardly be considered socially responsible. But luckily for homeowners, teachers, bosses and innocent bystanders, this campaign wasn’t strategic or execution responsible and few have been molested with the orange snack.
The underground campaign failed to recognize that this demographic seeks authenticity (an underground better look like an underground, not a Cheetos-branded one).
And why would you have an animated spokes-tiger for a campaign like this? Remove him from the ads and they become instantly darker and more disturbing.
I don’t get it, but is it working? I don’t know, but consider these facts:
The blog is a ghost town (11 total posts, 26 total comments). There are only 135 user-generated videos on YouTube. And the total YouTube downloads over the last three months for all three videos above is a paltry 277,800 (70% are for the laundry commercial alone).
Compare those view counts to some of the other viral videos discussed here over the last few months:
- Viva Chihuahuas from Disney (485,000 in four weeks)
- Charity Water (656,682 in eight weeks)
- D2 Man from TopFlite (1,040,707 in eight weeks)
- Verisign’s Cart Whisperer (1,199,346 in nine weeks)
- Awareness Test for Transport of London (3,560,865 in eight weeks)
So, what’s the bigger crime?
Trying to incite vandalism or the execution of the campaign itself?
Comment below to weigh in.