OXY – Zit popping man sized problems

Please note – I wouldn’t look at this if you’ve got food on your mind! It contains explicit zit popping material.

A while ago an almost surgical excising of a zit became an internet viral hit – the on-line pimple squeezing got a lot of views. 5 million endured the 3 minutes in full glory.

Some of those unforgettable moments are in this piece from Naked Comms in Sydney together with a multitude of other zit popping moments.

The venerable Adam Ferrier said:

“We pride ourselves on finding the right solution to the presenting problem. This video, although difficult to watch for some, will tickle the target markets interest and get people to try Oxy.

“The idea came from the simple insight that guys like watching videos of guys squeezing big pimples. It speaks to our target much more authentically than the glossy, cheesy work of Oxy’s big spending competitors. We believe this work will result in mass trial of the brand, and change consumer behaviour towards Oxy.”

An age ago I worked on the brand when it was with SmithKlineBeecham. We thought ourselves somewhat revolutionary for introducing the word “zit” into our ads – famously coining the line “Blitz those Zits with Oxy”. It did well as it appealed to the target in their terms versus Clearasil which was still talking “cleansing”.

That was prior to the connected revolution the target enjoy today so I think it is probably a very smart strategy to re-calibrate the conversation (on-line at least) and show the true gory glory to the target.

The on-line piece concludes on a free sample afer the “man sized” message – it works and should generate trial if it reaches enough people. My only add-on would have been something a bit more brand centric about to close…something like:

“Blitz those Zits with Oxy…”

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