Hasta La Creative!

A recent video making the rounds detailed a young woman who, after having a one-night stand and becoming pregnant, decides to find the father. It spawned some rather funny follow-ups (the ex-boyfriend, below, etc.) but outraged many, and it was removed from YouTube.

After many comments on the video, it was finally announced the video was a gimmick to entice people to visit Denmark. While the company might have had the best initial intentions, it fails to spark my interest to visit. In fact, it actually makes me want to stay far, far away.

However, the advertising agency Grey said it was a hit, and it did create quite a bit of buzz, although, not the best kind.

“It is the most successful viral advertising ever,” said Peter Helstrup, Director of Grey Copenhagen. “We have cut through the media clutter. It has cost us the same as a 30-second commercial, aired a few times on TV2.”

Viral videos are always a great marketing campaign, but why did they think this situation would make someone want to visit Denmark?

“Karen’s story shows that Denmark is a free place with space for you to be who you want,” VisitDenmark CEO Dorte Kiilerich said in a news release. “The film is good exposure for Danish self-sufficient and dignified women. We’re telling a nice and sweet story about a modern responsible woman that lives in a free society and takes responsibility for her choices, and she uses a modern and social media.”

Really? This is actually hilarious, but can you really label it a sweet story? If she was responsible, then having a child without a father wouldn’t have happened, correct?

VisitDenmark went a new route with their marketing, and although it may have had the best of intentions, they missed the mark. Do I want to visit a place where it’s advertised I can become impregnated? It doesn’t give me the best of impressions of the country.

Megan Green is a freelance propagation planner who has had her work published on PR News Wire, as well as many other outlets. Contact her on LinkedIn, Facebook, Twitter, or at megankategreen@gmail.com.