What makes an advertising video will be seen, relayed and commented on the Internet? What are the elements of success? The mineral water brand Smart Water has looked into these questions, and delivers a beautiful mise en abyme intended to get people talking about its product. The process may seem a little artificial: “buzzable” fragments of web culture juxtaposed are not necessarily synonymous with success. However, the video is quite funny, and the staging rather well seen. We therefore discover Jennifer Aniston, responsible for promoting a bottle of water, who is faced with a serious problem: from now on, we can no longer be satisfied with declaring that a product is good to sell it. You have to find a good potential for virality.
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