Remember the Youtube video where the kids were jumping, parkour style, into their jeans? I blogged about it back in May. It started off as an unbranded viral video. Within a week the video had hit 1M views, had developed a minor cult of spoof responses, and was picked up by Good Morning America, where it was outed as being a paid advertisement for “a certain denim company.” The video, as it lives online, still has zero Levi’s branding.

Last night, during Monday Night Football on ESPN, I saw the same video repurposed as a branded, fifteen second spot. It’s the first time I’ve seen content, created for the web as an underground viral video migrate upstream to on-air. Clearly, Levi’s test marketed the content on the web and in success, after amassing an audience of several million views matched with positive comments, decided the spot was broadcast worthy.

Kudos to Levi’s for pushing this innovative ad campaign forward.

The Wall Street Journal recently ran an article about proposed regulation of TV product placement disclosure that would have significant relevance for the growing web video business of advertiser sponsored, viral video campaigns.

The gist of the article is that the FCC is looking into requiring TV shows to include notices similar to what political candidates must say before or after campaign ads.

“You shouldn’t need a magnifying glass to know who’s pitching you,” said FCC Commissioner Jonathan Adelstein. “A crawl at the end of the show shrunk down so small the human eye can’t read it isn’t really in the spirit of the law.” Current rules require disclosure but allow it at the end of the show. (more…)

Let’s make a bet.

I’ll bet that by the time you’re halfway through watching the below video your commercial instinct will suggest that what you’re watching is a piece of marketing material. I’ll also bet that you’re going to keeping watching until the video is over. It’s that good. (more…)