W ostatnich dniach sieć zasypana została informacjami na temat wirusowej kampanii Axe, której głównym bohaterem jest czekoladowy człowiek – Chocolateman. Według rozesłanej do mediów informacji prasowej, serwis efektczekolady.pl już pierwszego dnia odwiedziło 500 tys. unikalnych użytkowników.
Czy mamy więc wreszcie do czynienia z polskim viralem z prawdziwego zdarzenia? Nie do końca… Kampania z czekoladowym facetem w roli głównej jest jedynie adaptacją wykorzystanego już w innych krajach pomysłu. Brawa należą się jednak za samą realizację, a przede wszystkim za profesjonalnie przygotowany – stylizowany na relację TVN24 – materiał filmowy. Nawiasem mówiąc, dobrze nakręcony film wirusowy jest wciąż w naszym kraju zjawiskiem niezmiernie rzadkim. Tym razem spotykamy się jednak ze stuprocentowym profesjonalizmem. W pierwszej chwili naprawdę można pomyśleć, że jest to materiał popularnej stacji informacyjnej.
Na tym jednak „smaczki” (przy tym temacie akurat stwierdzenie jest jak najbardziej na miejscu) się nie kończą. Do udziału w kampanii namówiono prof. Zbigniewa Lwa-Starowicza, objaśniającego widzom potęgujące pożądanie właściwości czekolady. Zadbano również o przeciwwagę dla dystyngowanego stylu znanego seksuologa, którą zapewnia kwiecisty do kwadratu język pani Basi z Klatki B.
Niestety nie można zweryfikować informacji na temat półmilionowej liczby odwiedzin serwisu efektczekolady.pl. Liczba odsłon tej produkcji na youtube każe sądzić, że w tym przypadku możemy mieć do czynienia z lekkim koloryzowaniem statystyk. 
Na koniec pozwolę sobie ma mały przytyk w kierunku mediów marketingowych, które nie zainteresowały się jakimkolwiek zgłębieniem tematu. Oczywiście nie wymagam tworzenia reportaży na temat kampanii Axe, jednakże razi mnie to, że w większości przypadków ograniczono się do niemal dokładnego przeklejania informacji prasowej producenta. W efekcie pozostawiono nawet takie propagandowe kwiatki, jak zdanie „To kolejny sukces marki, która na przestrzeni kilku ostatnich lat regularnie zaskakuje formą swej komunikacji”.
2 096 Responses to “Czekolada z lekką nutką propagandy”
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