To launch the high quality TV channel TNT in Belgium, TNT’s Antwerp ad agency, Duval Guillaume Modem, came up with a very dramatic idea.
To promote the American drama station TNT Benelux, whose tagline is "We Know Drama," a large red button was placed in the center of an average Flemish square in an average Flemish town on April 10th, 2012. A sign with the text "Push to add drama" invited people to press the button.
Watch what ensued:
Todd Wasserman reports for Mashable that this fabulous and compelling ad for the launch of the Belgium cable channel TNT promoting “drama” is the second-most shared video of all time.
According to Unruly, a video research firm. The ad, which was released on April 11, has been shared 3 million times. Only “The Force,” the 2011 Super Bowl ad from Volkswagen, has been shared more.
David Waterhouse, head of content for Unruly, says the TNT ad — called “A Dramatic Surprise on a Quiet Street” — may well surpass “The Force” soon since one in seven people who saw “Surprise” shared it vs. one in 12 for “The Force.”
The ad, which appeared on YouTube on April 11, is now up to 21.5 million views.