With football season in full swing, the Los Angeles modeling and acting community is gearing up for Super Bowl commercial filming season. This week advertisers may be asking themselves, ‘What is that up in the sky? Is it an ad? Is it a music video?’ No, it’s lip-syncing Supermodel Kate Upton and new buds Snoop Dogg (now Snoop Lion), Bow Wow, and Larry King in an all-new Hot Pockets viral advertising video on YouTube.
In this ultimate product placement rewrite, set to the 1989 song Just a Friend (You Got What I Need) by Biz Markie, a dream sequence begins after the Sports Illustrated cover model devours her tasty pastry, but fashion fans everywhere may think the whole storyline a complete fantasy.
Beginning with the idea that supermodels actually eat Hot Pockets, the departure from reality continues throughout the video as Upton sits in a futuristic ‘cockpit’ with Snoop Dogg, flying through video games, playing piano, and lip syncing to Markie’s voice with the updated lyrics, ‘you got what I eat,’ until finally asking fans to choose a side (Team Meat or Team Crust) via hashtags.
Although it may seem the creator(s) of the ‘virad’ video were baked when they wrote it, the concept is engaging and draws in the viewer, making it a potential harbinger of viral advertising concepts to come. Add to the mix the popular Sports Illustrated three-time cover model Kate Upton, and Hot Pockets has a recipe for success in what brand manager Kevin Holmes calls the ‘biggest re-launch in our brand’s 30-year history.’
Meanwhile, as the world awaits the results of what Upton refers to as an ‘irresistibly hot’ battle between Hot Pockets #teammeat and #teamcrust, the proverbial ‘cheese’ stands alone.