AVG, "Tiger vs. 3.5 Million Toothpicks"

“I JUST WATCHED A 3MIN COMMERCIAL. AND LOVED IT!”

AVG "We Protect Us."

From early concepting at a pub about a crazy, to being cast as the spokesperson in the cage looking directly into the eyes of a 600lb tiger less than 10" from my face, this project was easily one of the most amazing things i have ever been a part of. The key lessons here are that, in a world of digital content and paid “influencers”, don’t be afraid to have some fun, try some crazy idea and be real about it. Tell a story that people will find interesting, inspired or moved by. And let those interested behind the curtain to see behind the scenes.I could talk for days about this experience. so if you really want to know more, contact me and we'll meet for a Singha or Tiger beer : )

For those in the ad world interested here are a few stats:

- video is currently at 4.8Million views with 3.5k likes. Hundreds of great comments, a few funny ones, and of course a few disgruntle ones.
- product and brand awareness: +50% (goal was 3%)
- unaided product and brand awareness: +20% (goal was 10%)

The biggest lesson learned here is a growing issue I see with brands using digital content. By all measures this video was an enormous success. And while we had a series of these ideas, as well as ways for this idea to come to life in the real world. But this was the only video we produced. Brands need more courage to continue a great idea. In this case, bringing to life a digital threat was something people still don’t understand. The strength of AVG’s product is strength in numbers, networked security. The beautiful idea was to make an example out of this people could relate to. The series always challenged the idea of "How many _____ does it take to stop a _____?" I just wish we could have continued the story. Rhino vs legos, sharks vs grains of sand, gatorade cups vs Troy Polamalu, inches of stick tape vs Mike Madano, and a dozen other ideas!

CLIENT: AVG Security Software
AGENCY PARTNER: The Richards Group