We have known it for quite a while already: The times of super slick, highly professional and über-clean TV ads have long gone. The new art of video advertisement production is what I would call an organized improvisation. A professional production that looks like spontaneous video taping. A thought through storyboard written by web 2.0 savvy creative directors that almost looks like user generated content. Here is a great example of two global brands who understand this new art: Gillette and Roger Federer.

What looks like a break during a video production for another event is the content and what looks like an improvised trick of Roger Federer was the idea of smart advertisers.  And of course, the distribution channel is YouTube. After only two days online, the video boasts already more than 3,1 million views. A dream start of what probably will become a case study of viral video advertisement. The video is currently the most viewed sports video on YouTube, No. 1 viewed video in India, No. 3 in Canada and No. 5 in France. Great work Gillette!