|How Thrillist Created a Cider Ad That Got 54 Million Views in Two Days on Facebook
By: Aaron Whitaker
People on Facebook are going crazy over a video of an “elderly” man lifting massively heavy weights at meathead haven Muscle Beach in Southern California. The three-and-a-half minute video has collected 54 million views since being posted Tuesday, with half of the viewership occurring within the first 24 hours.
It’s also an ad.
The video stars Kenneth Leverich, a CrossFit Games competitor, playing a “Candid Camera”-like prank by lifting impossible loads in front astounded bodybuilders. Thrillist created the branded video — called “That moment when your grandpa shows up and puts Muscle Beach regulars to shame” — for hard cider brand Smith and Forge as part of its “Hard Won” campaign, a six-part content series on Thrillist’s website.
Thrillist’s fledgling video team, which was established less than a year ago, wanted to create a video following Smith and Forge’s “old school fun mentality.” They set out to create a piece of content they themselves would want to watch and share online. The ad, created in-house, took a month from concept to execution. And the team was astounded by its popularity.
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Aaron Whitaker is a copywriter, blogger, and social media aficionado who likes watching the TV commercials more than the actual shows. He prefers reading the magazine ads over the articles. And you can learn more about him online right here.
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