Cute, right? Or so we all thought. The internet backlashed when it was revealed that the video was actually made to showcase a line for a small clothing company called Wren. The people in the film were all models and actors, friends of the film's director Tatia Pilieva. Apparently the video was submitted to Style.com for their Video Fashion Week, to show off the company's new fall designs.
But was it really a secret? The film clearly states in the beginning and in the credits that it was presented by Wren. Nevertheless, many felt duped because the company was not well known. Although the models and actors really did meet each other for the first time on set, crowds of viewers felt violated by the marketing tactics of Corporate America, no matter how unintentional it was.
Despite the controversy and the advertisement, I still felt that the video was sincere and creative. The emotions and reactions of the couples were real, no matter what clothes they were wearing. I thought the soft-focus and black and white was an excellent choice, and the music fit so well.
But, this film does have implications for future advertisements. Viral videos are an excellent way to gain exposure, and through product placement, who can really tell what's real and what's a commercial? Unfortunately, fact-checking is going to have to be on the back of everyone's minds the next time they see anything presented by the media.
Whether you're a fan of the video or not, something good did come out of it. Dozens of parodies, including one by Jimmy Fallon, featuring adorable puppies and kittens. Enjoy.
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