March 12, 2014

Fashion Short Film 'First Kiss' is Yet Another Lesson in Viral Marketing

First Kiss Viral Short FilmGaining 30 million views in just a couple days, this record-breaking filmvertisement directed by Tatia Pilieva features 20 seemingly random couples engaging in a first kiss on camera. Is this heartwarming display of love and innocence an authentic one, or just another example of well executed viral marketing? Read on to watch the film and get all the details:

First, check out the 3 minute piece here:

“Action was never called, so a lot of these people didn’t necessarily know if they were being filmed or not, so you see these real moments.”

Dhani Mau gives us some numbers:

It’s become an overnight YouTube hit, racking up over 7,000,000 hits since it was posted around 2 p.m. Monday — an unprecedented feat for a fashion film.

First Kiss Viral Video a Hoax?

As of writing this post the film has racked up over 30 million views, up 10 million from when I checked it on Tuesday night.

Fstoppers writer Anastasia Page asks the question: "Is it a hoax?" The fact that the participants in the videos are actors and models seems to be rubbing some people the wrong way, though "hoax" might be a bit dramatic. It's an advertisement, and maybe one we can learn something from. Though it doesn't try to draw much attention to the fact that it's trying to sell a clothing line -- which is where some of the skepticism is coming from -- I consider that more of an asset than anything. The film was produced by WREN, a Los Angeles based womenswear brand founded in 2007 by Melissa Coker.

Wren Studio behind First Kiss Viral Video

Slate writer Amanda Hess adds her skepticism to the pile:

I’m betting that if Pilieva had filmed the video with a more diverse cast of all the people in the world who constitute “strangers,” the result would have been more unsettlingly comedic than searchingly romantic. It would also have been more interesting, if infinitely less sharable.

WREN founder Melissa Coker explains that she only paired up people who did not know each other.

We make these fashion films every season,” Coker said. “I strive to make them an interesting film that exists on its own rather than something that feels like a commercial, and it seems to be touching people — not only people who are in fashion and would see this, but also random guys who aren’t connected at all. I emailed a bunch of people I know, though my personal life, through Wren. I tried to be diverse. Some of them are musicians. The guy with the tattoos actually works at Wren.

Okay, good-looking people kissing isn't necessarily an earth-shattering idea. What makes it feel authentic to me is that fact that "action" was never called, and Coker never tried to reverse-engineer this as a "Viral" video -- it just started from good intentions:

The most exciting thing is the comments I’ve heard, [like people saying] they watch it over and over, that this renewed their belief in love, it’s heartwarming. Soko [the musician who appeared in the film and whose song 'We Might be Dead Tomorrow' plays during it] apparently sold a million copies today on iTunes.

Director Tatia Pilieva says in a CNN breakdown video:

The most interesting moment was before and after the kiss. It's almost more intimate and awkward. The world seemed like a kinder place just seeing people be so sweet.

 

We're all tired of being advertised at, but when it can be done in a non-invasive way like with First Kiss, I only see it as more opportunity for all filmmakers to get their ideas out there.

What do you think of the video and it's overnight success? Join the discussion below.

Links:

Your Comment

79 Comments

I discovered NoFilmSchool is really into clickbait.

March 12, 2014 at 8:04PM, Edited September 4, 11:56AM

0
Reply
Rob

What do you mean?

March 12, 2014 at 8:17PM, Edited September 4, 11:56AM

0
Reply
Jason S.

agreed

March 13, 2014 at 3:14AM, Edited September 4, 11:56AM

0
Reply
andy kierans

i just re-read the article and discovered the word filmvertisement. i'm going to be sick...

March 13, 2014 at 3:20AM, Edited September 4, 11:56AM

0
Reply
andy kierans

Of course it was a fucking success, but at the end of the day this article is so stupid it's not funny.

Films claim to be all sorts of things. Mostly, real life. The aim of a film is to make something in real life believeable. The 4th wall. You need to believe.

Why is there not an article written on the "believability" of whatever large film has just been released? Should we email the producers asking if these people who can fly, did in fact save New York from some evil alien threat?

No?

Then what's the issue? Even if they were actors - they are still strangers. Even if it was set up, the message got across. This is the worst fucking article on the fact of this earth.

March 12, 2014 at 8:22PM, Edited September 4, 11:56AM

0
Reply
Tyler

I'm still trying to figure out what is so special about this bs , I understand van damnn split stunt paired with Volvo marketing but this is a joke

Its really sad what the new generation considers entertainment

March 13, 2014 at 5:12AM, Edited September 4, 11:56AM

9
Reply
jaye

I agree with Tyler about everything except the article being stupid. I think it is well written and objective, it tells the story of the film very well in my opinion.

What is stupid is our society's incessant need to criticize every single thing that becomes thrown into a public spotlight. I've noticed people who do the most criticizing don't actually DO the thing they are criticizing.

This is a really great short film that is very effective and interesting - and it puts this company in a fantastic position from a marketing standpoint. This company has grown its audience by millions and even if only 200 people purchase one of their 100 dollar dresses, that pays off the cost of producing this film and more. The critics/haters/nonbelievers that poop on this film just don't get the big picture.

March 12, 2014 at 8:57PM, Edited September 4, 11:56AM

0
Reply

Yep, everyone loves to criticise, mostly because they don't have anything intelligent or interesting to say. I thought it was a great little video.

March 12, 2014 at 9:11PM, Edited September 4, 11:56AM

0
Reply
Andrew

Dont; kid yourself. It's a commercial....pretending to be a "film" showing something real. They were performers, not strangers. Another win to the advertising / industrial complex.

March 13, 2014 at 2:50AM, Edited September 4, 11:56AM

0
Reply

Commercials require the exact same level of skill and artistry. By any standards a commercial and a short film are both the same. They both tell a story. They both have a need to connect with the audience. The only difference between a short film and a commercial: purpose. And purpose doesn't take away artistic merit.

Why do we applaud fashion photographers (whose work is mainly commercial) but shun this?

Since when did Nofilmschool become such a cesspool of snobbery?! Jesus.

March 13, 2014 at 9:41AM, Edited September 4, 11:56AM

0
Reply
Dave N.

i disagree just becuase the video jumped from 200 to millions does not mean success for its company, have you ever heard of shock value or one hit wonders.

All attention does not equate to good attention or success.

This viral in my opinion is nothing more than the Hype Bs entertainment of the moment nothing more nothing less

March 13, 2014 at 5:52PM, Edited September 4, 11:56AM

0
Reply
JAYE

This is not a film or film-making. This is post-modern garbage. To call that lady Tatia Pilievea a "director" is an insult to anyone who has ever earn the title with real merit. What exploitative trite that was.

March 12, 2014 at 9:07PM, Edited September 4, 11:56AM

0
Reply
bwhitz

Woah, calm down there buddy. I know a lot of directors who work in advertising, and work a lot more often and a lot harder than their compatriots in drama. For a piece of advertising, this is brilliant. It's subversive, feels honest, and got a lot of people to enthusiastically share it with everybody they know. That's good directing of a good concept.
It's a different ball game, sure, but saying that someone who directs advertising is not a real director because the concepts they handle aren't neccesarily narritive is not only retarded, it's ignorant as fuck and hugely insulting to a lot of people who probably do a hell of a lot more industry work than you do.

March 13, 2014 at 3:21AM, Edited September 4, 11:56AM

0
Reply
Mannon

its a piece all right

March 13, 2014 at 3:42AM, Edited September 4, 11:56AM

4
Reply
andy kierans

And a lot of them are nepotistic untalented idiots who just know how to pick the right people that can complete the work for him or her and then sits back and goes yes or no....

A good director will have the vision from the start and come close to that in the end. All the others are just lucky hacks. This was no feat. but is treated like it solely because of number of views.

I'd like to see that lady sat in a white room with no windows, a pen and a piece of paper, of come out with something magical that works in 48 hours...

March 13, 2014 at 4:02AM, Edited September 4, 11:56AM

0
Reply

word!

March 13, 2014 at 4:11AM, Edited September 4, 11:56AM

0
Reply
marmar

I thought it was brilliant

March 12, 2014 at 9:18PM, Edited September 4, 11:56AM

0
Reply
Anthony Marino

It worked and for that reason, it's insidious...

March 12, 2014 at 10:00PM, Edited September 4, 11:56AM

1
Reply

As a filmmaker it is automatic to at least ask yourself what they did to get so much light that you did not. Although I have to say in the name of Mother Earth, PUH-LEASE PEOPLE! Understand that it's not anybody's job to unbake a cake that is already baked. It is a wonderful film and very advertisable - from soundtrack to color treatment. Great job Tatia Pilieva! I love your work! <3 <3 <3

March 12, 2014 at 10:06PM, Edited September 4, 11:56AM

3
Reply
Ricardo Alaska

Maybe the tile should have been they asked a bunch of performers to kiss, not strangers....

March 12, 2014 at 10:16PM, Edited September 4, 11:56AM

10
Reply

It's not a hoax but a marketing ploy. Whether or not this works as intended or whether there's a backlash remains to be seen.

March 12, 2014 at 10:22PM, Edited September 4, 11:56AM

4
Reply
DLD

a "film by": the word 'film" is thrown around way too much. This is not a fkn film. Its a viral marketing bullshit video.

March 12, 2014 at 11:26PM, Edited September 4, 11:56AM

3
Reply
Harry

'Film' covers the whole gamut buddy, including viral marketing bullshit videos.

March 13, 2014 at 3:24AM, Edited September 4, 11:56AM

0
Reply
Mannon

you have a strange definition of the word, "film" buddy

March 13, 2014 at 3:39AM, Edited September 4, 11:56AM

3
Reply
andy kierans

If you cut out the "Wren Presents" at the beginning, then is it a film?

March 13, 2014 at 4:35AM, Edited September 4, 11:56AM

4
Reply
Laferra

Don't quite get the anger directed towards this article or the video. I guess it's because the main dissenters have never generated an audience of 30, let alone 30 million. Instead of hating the article, the video, and everything else on planet earth, why not try to do something creative. I love Nofilmschool but I've never seen a "community" of people so anxious to see someone fail. "The failure of others is the folly of fools."

March 12, 2014 at 11:28PM, Edited September 4, 11:56AM

0
Reply
Lopez

The anger comes from the fact that our standards of what is good or good enough is rapidly falling to a pathetic level.. sure 30 million people watched something - mostly out of curiosity. Viewership does not reflect quality. The video is controversial and will probably gain even more traction. Look, Rob Ford is popular right now. Does that mean he is good mayor?

March 13, 2014 at 4:09AM, Edited September 4, 11:56AM

0
Reply
marmar

its a competitive world, and even a more competitive industry so there is nothing wrong to be anxious to see someone fail, it's in our nature, humans are competitive animals.

Now personally I don't want to see anyone fail, hell, I fail all the time and it sucks, but my anger is directed mostly on the attention given to these bullshit "viral" (hate that word) videos. When it starts and it says a "film by" that really irritated me because it really undermines the hard work and effort that goes in making an actual film film, being a short, feature, documentary etc. Nowdays with cheap cameras and the internet all these "filmmakers" and "directors" have spawned with undeserving titles and labels. You gotta earn it, im sorry.

I've worked on many films and I've made shorts. I hate calling myself a 'filmmaker' or a 'director" until I shoot a feature. No matter how shitty it is (which probably will be) then I will call myself a filmmaker/director that shot an actual FILM.

March 13, 2014 at 12:03AM, Edited September 4, 11:56AM

6
Reply
Harry

There are 2 reasons this has caught on.
1. Sex sells. But that in and of itself won't really get you anywhere.
2. (and this is the important one) There is genuine honest interaction happening.

Whether you create the space for that to happen on it's own or get quality actors who can create that honesty with scripted words. It has the spark of humanity and that's why it's interesting.

It's a well done video.

March 13, 2014 at 12:11AM, Edited September 4, 11:56AM

6
Reply

This piece obviously contains many great filmmaking aspects and the people working on it obviously understand and utilize many cinema & storytelling elements (great rhythm, editing, cinematography, etc...). Of course you have the right to not like the piece, but in order for your opinions to hold any true value, isn't it important to comment and criticize in a constructive and respectful manner? When someone says "it's a viral marketing bullshit video" or "this is post-modern garbage" and starts insulting the director regarding that film alone, I suspect they're criticizing the motives behind the piece more than the piece itself. Avatar, Harry Potter and The Dark Knight all grossed so much money, we could easily criticize these films and their producers as being strickly profit driven and taking millions of people's hard earned money to make the rich richer, etc... But regardless of all thes societal issues and debates, there is a tremendous amount of art, talent and effort behind even the most commercial pieces, be it narrative or corporate/commercial work. Did the piece contain genuine people? Was it all actors, and scripted? Doesn't matter. It suceeded in presenting true authentic & humanistic qualities in my opinion. Narrative films do this all the time, and people are aware of it and accept it.

March 13, 2014 at 12:25AM, Edited September 4, 11:56AM

0
Reply

It made me smile and that's good enough for me .

March 13, 2014 at 2:13AM, Edited September 4, 11:56AM

0
Reply
David van Rensburg

then you swiped.. then you wiped.. then flushed it and forgot about it. this video will have no lasting effect, just like all the other trivial bullshit we are fed everyday. that's our standard now. if it makes us smile, only if for a fleeting second, then it must be good. or good enough. sheesh

March 13, 2014 at 4:00AM, Edited September 4, 11:56AM

0
Reply
marmar

I think you are supposed to break the pills in half...please check the bottle.

March 13, 2014 at 2:53AM, Edited September 4, 11:56AM

6
Reply

I miss the good old days when a film was a film and a commercial was a commercial. This was an interesting and well executed COMMERCIAL. Though novel and thought provoking, it was a commercial...but i guess nofilmschool is just living up to its name.. The point I am trying to make is that the title of this article is misleading. I have no criticism for the creators of the commercial. Nofilmschool should work on appropriately labeling its articles if wants to avoid confusing its audience.

Lastly, there is very little info on how to make a film go viral.

Please people, don't label me as a hater.

March 13, 2014 at 3:13AM, Edited September 4, 11:56AM

1
Reply
andy kierans

+1

March 13, 2014 at 5:13AM, Edited September 4, 11:56AM

0
Reply
jaye

I smelled bullshit by the fact that ALL of the people were attractive AND they all had positive responses after the fact. You're telling no one pair parted lips and was like ewww or even eh, whatever. A little too slick from the get go.

March 13, 2014 at 3:22AM, Edited September 4, 11:56AM

2
Reply
Earnestreply

I really don't understand why everyone keeps calling the people in this video attractive. Maybe four of them are attractive/hot.

But who wants to see strangers kiss anyway. Voyeurism at its worst. Seeing lovers kiss for the first time, that would be a treat. It would also require lots more work. Something like real documentary film making.

April 5, 2014 at 12:01AM, Edited September 4, 11:56AM

0
Reply

Don t know of it s a hoax but it is copied on this video of a french director (very 80´s)
http://youtu.be/W7rm9B-YpE4
Thierry

March 13, 2014 at 3:22AM, Edited September 4, 11:56AM

0
Reply
Thierry b.

You are totally right Thierry.. just another example of young hipsters taking credit for ideas that are not theirs. Gen z or whatever they call themselves don't know the difference.

March 13, 2014 at 3:35AM, Edited September 4, 11:56AM

0
Reply
andy kierans

It hardly is a crazy radical idea, to get two strangers kissing. After all, it happens without being filmed *ALL THE TIME*!!

I would not be surprised at all if the director of this had never seen this other older short film beforehand.

"There is no new idea in the world"

http://everythingisaremix.info/

March 13, 2014 at 8:33AM, Edited September 4, 11:56AM

0
Reply

I hate advertising.

March 13, 2014 at 4:18AM, Edited September 4, 11:56AM

0
Reply
nachtgluehen

The worst kissing in film history. No feelings.

March 13, 2014 at 5:31AM, Edited September 4, 11:56AM

8
Reply
Wonder Woman

post-modern bullshit viral video. I think we can leave it at that. There's really nothing to learn from it, except if you're a moron working in advertising and advertising itself is disgusting nowadays. Those who feel that they think out of the box are actually the worst kind.

March 13, 2014 at 6:23AM, Edited September 4, 11:56AM

0
Reply
Tudor

What a pity... I saw it a couple of days ago, and thought it was lovely... But the large part of that is because I thought it was 'real' - I know this is still 'first kisses', but the nature of the piece changes completely if they're performers and there's any understanding that this is a performance, rather than a slice of life...

Not so keen any more! In fact, it's suddenly a little grotty - and rather cynical.

March 13, 2014 at 6:37AM, Edited September 4, 11:56AM

0
Reply

As viral videos go, this one is at least harmless! If I think of what a reality twisting, over-simplified, emotion targeted message that invisible children production by some psychotic director on Joseph Kony sent out to millions I am glad this crap is only about kissing...

March 13, 2014 at 7:43AM, Edited September 4, 11:56AM

3
Reply
Raul

Well, this is why parodies exist :) https://www.youtube.com/watch?v=SAnjUhQvGi0

March 13, 2014 at 8:21AM, Edited September 4, 11:56AM

0
Reply
Michael

So many haters. Marketing and advertising is a fact of life. It's everywhere. I'd much rather see it done in an artistic manner like this than some horrible Old Navy commercial.

March 13, 2014 at 9:24AM, Edited September 4, 11:56AM

0
Reply

First of all, the term "stranger" doesn't just mean random people off the street that no one involved in the project knows. It only has to mean the kissers were strangers to each other. Whether or not they're performers is irrelevant. But, let's say they were ALL actors…

If a narrative film shows two characters kissing, it's not important to you as a viewer that the kiss isn't "real" or that the actors knew each other beforehand, only that the motivation behind the kiss is believable and works within the context of the story. You know, the whole suspension of disbelief thing? Why should the kisses in this piece be held to a different standard? Because it's ultimately a commercial? Don't be ridiculous.

As for it qualifying as a film, some of the earliest films were nothing more than one camera pointed at a stage play. And there have been what could be considered avant garde and experimental films (with nary a discernible storyline in sight) almost since film's inception. Sometimes I think NoFilmSchool should be SomeFilmSchool or TakeOneFilmClass.

This film (yeah, I said it) did what it set out to do, and very effectively. It's a fashion film, and those are generally only ever going to appeal to a relatively small segment of the population. This one stood out because people could relate to the content. You don't have to like it and maybe it could've been done better, but most of the criticism I'm seeing just comes off as sour grapes. I'm sure if WREN tapped any of you to direct this concept, none of you would've turned it down based on the elitist BS you're spouting here. And, it'd be a permanent fixture on your reel.

March 13, 2014 at 9:36AM, Edited September 4, 11:56AM

9
Reply
Brian

I appreciate nofilmschool.com writing an article about this. Don't worry about the comment haters!

March 13, 2014 at 9:43AM, Edited September 4, 11:56AM

0
Reply
Bobby

How come no one has even touched upon how it generated so many views in such a short space of time? That's the real question here, are the views real? If they are how did they orchestrate that? That would be really interesting to know, especially as we all know how easy it is to buy views.

Also, should probably change the name of this site to negativefilmschool to reflect the user base (myself included on occasion).

March 13, 2014 at 10:41AM, Edited September 4, 11:56AM

0
Reply
filthy punt

I'm pretty sure reading through these comments just stripped all inspiration out of my brain. The amount of negativity on here is ridiculous. To NoFilmSchool - you guys really need to implement a better comment system on this site - something that forces some accountability. Like link to a facebook account or something.

March 13, 2014 at 12:21PM, Edited September 4, 11:56AM

3
Reply
Roger Freeman

It's happening in our redesign, just a few months away.

March 13, 2014 at 6:34PM, Edited September 4, 11:56AM

0
Reply
avatar
Joe Marine
Camera Department

Dear NoFilmSchool,

Thank you for making this COMPLETELY FREE site that gets updated daily with relevant filmmaking articles, tutorials, links and more. I for one am grateful for what you do and more often than not it's been entertaining and educational to visit your site. If only the comments section could be more constructive and appreciative of what you guys do....such a downer sometimes to scroll below the articles.

As for this video (or film..whatever), I think it's based around something we can all learn from, even the haters. The director clearly understood the idea of building suspense and anticipation through a very relatable human experience, in this case a first kiss. Sure, the idea would have been far more interesting if it had pulled these "strangers" from a wider demographic/cultural pool. I don't think they were going for some profound, socially conscious "film" here, just a fun little video to catch your attention that matched the aesthetic/branding of the company. It held my attention for the few minutes I watched it and beyond that I could really care less about it, which is ok and I'm sure all they were hoping for.

Some people need to just relax a bit...thanks for the site, NFS!

March 13, 2014 at 1:03PM, Edited September 4, 11:56AM

0
Reply
Darvit

Thanks for the support! It's also frustrating to us, as writers, and we're implementing some changes with our redesign coming up soon.

March 13, 2014 at 6:36PM, Edited September 4, 11:56AM

7
Reply
avatar
Joe Marine
Camera Department

Amazing Joe - that's awesome news :) It'll get to the point where people dread having their work featured on here because they know they'll get torn to shreds by default. I'm a Magic Lantern mod and I can safely say that people having to create an account seems to keep everyone well behaved for the most part (we have far fewer reports than you might think). It would be great to have that sense of community integrated into NFS but I know that it's something that I don't need to tell you guys and seriously, with the work you put into this site for FREE you all deserve a little more respect!

As for the post - I love this vid. I don't think it's because "sex sells" I think it communicates the awkwardness of kissing someone you don't really know perfectly and I'm sure most people can relate to that on a real primitive level. Clever yet simple!

March 13, 2014 at 7:09PM, Edited September 4, 11:56AM

0
Reply

No Facebook only commenting please. You won't see me on Facebook nor will I be commenting here if you go that route.

Finally the criticism of NFS is that there used to be fewer but better articles. Lately it's feels as if NFS is trying to be the Huffington post.

April 5, 2014 at 12:04AM, Edited September 4, 11:56AM

2
Reply

Has anyone watched it again since finding out that they're people with performance backgrounds..? Just out of interest - as I think it completely changes the piece (and that's the problem). It's a film that sets itself out as one thing - a moment of real human interaction and emotion - but it turns out that it's a bunch of people who fake that for a living... and it's designed to sell you something. I think it's perfectly understandable that people have got annoyed at that, and It's not 'stupid' or 'ridiculous'.

...And as regards fiction films, suspension of disbelief etc. etc. (Brian brings this up) - I think people have a different relationship with documentary material, as opposed to material that acknowledges its fictional nature - don't you?? (If you don't, then watching the news round at your house must be a strange experience).

Whether 'First Kiss' is real or not doesn't change the skill and accomplishment of the piece - it's very nicely done and it would look great on anyone's showreel...

But it's just a bit cynical. 'Hey! This is real, isn't it lovely!.... Fooled you! - now buy some shit!'.

March 13, 2014 at 1:41PM, Edited September 4, 11:56AM

0
Reply

Alex, I saw several posts on Facebook about this video but I CHOSE not to watch it because it was of minor interest to me. I didn't watch or know it was an ad until NFS covered it here. Maybe that's why I don't feel duped like some other people. I still think people are dismissing the fact that they WERE strangers (assuming they're being truthful). Where is it written that actors/performers don't get nervous or awkward about kissing someone they've never met for the first time? As viewers, we're used to seeing the umpteenth kiss in the finished product of a narrative piece but that doesn't mean the actors are completely comfortable or there's not some degree of awkwardness on kiss number one.

Case in point, the one woman who identified herself as an actress looks to me to be mostly recoiling at about 1:45. He's all the way in and she's leaning back as far as she can, almost out of frame. I don't think she was that into it.

March 13, 2014 at 4:34PM, Edited September 4, 11:56AM

1
Reply
Brian

Alex, i completely agree with you

March 13, 2014 at 4:38PM, Edited September 4, 11:56AM

0
Reply
andy

But 30 million views... just sayin'.

March 13, 2014 at 6:47PM, Edited September 4, 11:56AM

0
Reply

Commercials are no less significant then feature films or television and anyone who actually works in the industry will tell you.

It's pathetic how so many people who don't even work in this business--much less even " make " films. post on these forms.

March 13, 2014 at 2:01PM, Edited September 4, 11:56AM

3
Reply
Mattix34

Hi Mattix34 - I don't think it's pathetic in the slightest. People are entitled to their opinions, regardless of their background. As long as everyone's polite and rational, it shouldn't matter.

On another note - I'm not entirely sure where you're getting your info from when you say 'as anyone who actually works in the industry will tell you'. I work in the industry. I've just come from the grade for one ad, edited another last week and directed one the week before. All broadcast - all for brands you've heard of. I'd say that in my experience the crews, agencies, creatives etc. all have their own opinions on commercials... and those opinions vary widely. Some people hate them, some people love them - you can't pigeon-hole everyone.

I like commercials - and I like features too... But they're very different beasts, and I can completely understand why some people dislike that area of work.

March 13, 2014 at 2:16PM, Edited September 4, 11:56AM

2
Reply

Any constructive feed back on why this worked? I had to force my self to finish the video so I don't really see why anyone would share it, or let it go viral...? So why did this go viral? thanks :)

March 13, 2014 at 2:19PM, Edited September 4, 11:56AM

0
Reply

Bottom line: human beings are generally unintelligent creatures that follow the herd. Feed your wares to the herd and you'll have a shot. Quality and verisimilitude are secondary considerations.

March 13, 2014 at 2:50PM, Edited September 4, 11:56AM

5
Reply
Swissted

these kind of commercials are the worst. they really make me hate life and people. there's nothing authentic in this. the fact that fashion and advertising come in the mix makes it even worse. I feel truly sorry for those who are enchanted by these weak attempts at film-making. The director seems to be just one of those trust-fund kids who thought film school would be a good idea.

March 13, 2014 at 2:26PM, Edited September 4, 11:56AM

0
Reply
T

Watching this video I felt like I was missing something. Whatever it was that inspired 30 million people to watch and share this video, didn't connect with me. Makes me feel like I'm missing out. Maybe if I hadn't been introduced to the video as a filmvertisement I wouldn't have gone in watching it with an element of skepticism, or maybe I'm just a heartless bastard?

March 13, 2014 at 3:10PM, Edited September 4, 11:56AM

0
Reply
Ben Howling

Dude I'm with you!... I saw it, had to force myself to finish it, and i was left completely indifferent...I felt nothing and didn't see what the big deal was....This mostly probably attracted women who are mushy gushy considering everyone who shared it on my FB were girls.... I totally think that piece doesn't deserve that many views but hey there is a market out there for dumb garbage work..

March 14, 2014 at 2:27PM, Edited September 4, 11:56AM

0
Reply
AlainCE

I saw a version of this years ago that was a true documentary. I don't recall if it was a student project or something I saw at a festival, but it had all the emotional power that I guess some people saw in this one. One difference was that the couples knew each other, and you got the sense that some of them had been together for years and years (the couples included elderly people), others perhaps less time. The variety of emotions and the nuances that one could see was vast. As in this simulated version, the interesting parts were the before and after bits: watching the kiss itself felt uncomfortable for many, as I suspect is the case here.

I wish I had seen this one before learning that it was cast with actors and models. Still, though, I have to chime in and say that, even if a person is an actor, a good actor is "being" in the moment, and they are themselves genuinely, or at least using part of themselves. To kiss a stranger while 2+ cameras are on you, and remain emotionally open (perhaps even some version of honest), still takes a genuine leap of trust and exposure of one's inner self.

That said, I like the truly documentary version I saw with the real couples. Though they had kissed before, there was an entire story on display -- and without words.

March 13, 2014 at 4:12PM, Edited September 4, 11:56AM

0
Reply
Nigel Simpson

Bullshit viral hype. Whats great with that video? Next hype will be strangers fucking each other...then animals and then what? Our society is oversexualized.....stranger kissing its the beginnen of stranger banging. Well....maybe "stranger raping on the street" will be next hype...everyone is fascinated with. Bullshiiiit

March 13, 2014 at 4:16PM, Edited September 4, 11:56AM

0
Reply
Ricky

+1

March 15, 2014 at 6:04AM, Edited September 4, 11:56AM

5
Reply
menro

I know pretty much every one of my female friends would love this (but certainly not all), they wouldnt care if they were real or not, they love chic flicks and those arent real either. In fact these kinda are real becuase they dont know each other and are in effect strangers. Theyre not interested in the principles only the emotional effect. This is a womens wear brand and its marketing is barely going to be understood by a lot of filmmaker dudes, same way a lot of women wont get a lot of geeky viral videos. Welcome to the world outside filmmaking forums. Its a great video, simple idea well executed, and it shows a side of life we rarely get to see from the outside even if its got a little movie magic going on. I dont really see why its so hard to suspend a little disbelief and roll with this. As viral marketing i think it shows what its all about, simple concise idea, easily grasped, well executed, original and not asking too much. This is the candy business, viral videos should fit in between main meals, be sweet, have nice packaging and be a little indulgent.. Or something.

March 13, 2014 at 4:54PM, Edited September 4, 11:56AM

4
Reply
Ross

This bit of video had zero effect on me because I didn't watch it. I skipped it when it was first presented to me as I figured it would be exploitive. I skipped it again when it was presented here on NFS, especially after learning that it's an advert. 30 million views ... people are such sheep.

Congrats to anyone involved in the making of this piece, for duping so many people.

March 13, 2014 at 5:01PM, Edited September 4, 11:56AM

2
Reply
CornDog

+1

didnt watch it either

March 13, 2014 at 5:49PM, Edited September 4, 11:56AM

10
Reply
JAYE

Personally I liked the video. The filming was good. The editing kept pace. She had an idea, used her social networking to find a cast of pretty people. If she intended it to go viral, kudos to her for figuring out how without using a cat. Most films have an intention or wish for profit, even the documentaries. Some might aim only at the profit from the strokes their mother gives them, I'm glad she aimed higher. Although I bet her mother liked it.

March 13, 2014 at 6:26PM, Edited September 4, 11:56AM

0
Reply
Hari Har

March 13, 2014 at 8:50PM, Edited September 4, 11:56AM

0
Reply
Copeland

So nobody has anything to say about whether the views are real are not? That's the real issue here, the content is irrelevant.

March 15, 2014 at 7:02AM, Edited September 4, 11:56AM

4
Reply
Filthy Punt

If you don't get why this went viral, then for god's sake don't be a film maker cause you don't understand people.

March 31, 2014 at 3:34AM, Edited September 4, 11:56AM

0
Reply
Steve

Given that not one blogger I've read has even mentioned Warhol's 'The Kiss,' I'm just going to assume it's now safe to recycle anything that was created before the internet and pass your 'original idea' off on the herd as 'art.'

As far as fashion goes, it helps if the topic is cool without delving too deeply into anything that resembles an opinion... these kinds of trite little pieces are the perfect vehicle for 'directors' who want attention but have nothing to say. Am I being too harsh?

Aww, just shut up and kiss me.

May 14, 2014 at 1:13PM, Edited September 4, 11:56AM

9
Reply
Pierre

nice post.
google

January 11, 2017 at 4:21AM

0
Reply