Two British cult actors have taken Paris Hilton's place as the faces of Fila. The sportswear company has launched an online video which, after being online just 8.5 weeks, has had close to 10,000 views.
The short gangster film featuring Football Factory stars Danny Dyer and Tamer Hassan is actually an ad for the Fila Vintage White Line. In the 6:41 clip, the duo, who play hitmen from South London, are requested by their boss to track down and beat up two Italians.
At Trend Hunter, we love tracking the success of viral videos, so I can tell you that made-for-web advertisements like these rank high in terms of popularity. The fact that Fila didn't hold back on the use of foul language is probably also to thank.
"The film ensues with both Danny and Tamer dishing out the punishment, revealing the final twist at the end of the film in the form of two distressed trainers," the video explanation says. "The Worn Again 'Centre Court' trainer appears in the Summer 08 Fila collection as a pre distressed style.
"The film supports a key Vintage style within their most comprehensive collection to date and is a testament to Fila's firm grasp on everything retro."
It's a bit too violent for my liking. I much prefer Diesel's take on viral shoevertising:
Viral Shoevertising
Fila Vintage White Line
Trend Themes
1. Made-for-web Advertisements - Opportunity to create engaging and shareable content through online videos.
2. Viral Marketing - Harnessing the power of viral videos to generate buzz and increase brand visibility.
3. Retro Fashion - Capitalizing on the nostalgia and popularity of vintage styles in fashion.
Industry Implications
1. Sportswear - Incorporating online video campaigns to promote new product lines and attract consumer attention.
2. Footwear - Utilizing viral marketing strategies to create excitement and demand for new shoe collections.
3. Advertising and Marketing - Exploring disruptive advertising techniques, such as violent or controversial content, to stand out in a crowded market.