Fitzgerald Hits the Viral Charts with Durex Video

Atlanta Advertising Agency Fitzgerald + Co has developed a viral home run for their client Durex Condoms. With a subject matter that lends itself to the internet and a very creative idea, Fitzco has developed a campaign that will make every balloon clown blush. The viral success of the mini movie is a crowning achievement for The Atlanta Advertising Community. Not many people understand how hard it is to break through the YouTube clutter. Over 13 hours of video are uploaded to YouTube every minute. Imagine what it takes to get noticed in this content rich environment. While most clients think viral is a cheap way to build exposure, it really takes the best creative minds in the business to hit a home run and we all know they ain't cheap.

The latest client/agency "difficult conversation" is the cost of internet marketing. This has recently been addressed by the 4A's in a book "Understanding the Economics of Digital Compared to Traditional Advertising and Media Services". Here Joe Burton explains that the requirement of larger production costs for Web 2.0 applications is a disconnect to clients who base their fee structure off the traditional agency commission. Web 2.0 requires agency resources that increase costs to the firm, but when you can get the client to understand the advantages the investment is worth it as proven by Fitzco.

Click on the headline to see the video and be warned it's pretty graphic for balloons.