Hi-Tec achieves a viral miracle with it’s walking on water doco

June 2, 2010

So Hi-Tec has come clean by admitting it was the brand behind the “Liquid Mountaineering” documentary, which has attracted over 4 million views.

We’ve seen many a fake viral fall flat in the past; most notably the high profile backfire of Naked’s Witchery viral in early 2009. It’s true you can’t fool a YouTube audience. However, Hi-Tec have made a masterful attempt at tricking YouTubers into thinking a group of european thrill seekers have managed to run on water. Gullible bogans. Lots of people have called it, but many people seem to have been taken in:

… or are they?? Or have CCCP (the dutch ad agency behind this genius) done the sensible thing and flooded the comments board with a load of bollocks to make you put all logical thought to one side and think this is actually real. I sincerely hope these comments are genuine, but  sadly I suspect the most gullible ones are not.

I have to admit it had me going until I saw this shot:

… and the bit with men running on water.

As an agency, we don’t create “viral videos”. We create pieces of content that, given the right ingredients, we hope will achieve viral status.

So I thought it would be worth deconstructing the ingredients of one of the best ‘fake virals’ I’ve seen.

Here’s my learnings from CCCP’s viral miracle.

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