Feel good about your funnel with Vibe.co
Unveiled on a billboard at Cannes Lions, the spot reimagines the marketing funnel as a digestive system in need of probiotic care; the follow-up to Vibe.co and Parole's 5-million-view viral Sydney Sweeney homage.
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Marketers worried their funnel feels a little sluggish now have a remedy.
Vibe.co, the streaming TV advertising platform designed for performance marketers, has teamed up once again with Parole, the New York-based creative practice headed by director JB Braud, on a film that treats an unbalanced media plan the way yoghurt brands have long treated an unbalanced gut: as a condition to be soothed, one spoonful at a time.
The spot arrives after the pair’s homage to Sydney Sweeney's American Eagle campaign, which racked up five million views earlier this year. This time, the target is the probiotic-yoghurt genre in its entirety, faithfully recreated and redirected toward a single message: your funnel deserves care, equilibrium, and a regular serving of television.
It begins with a marketer admitting that her Meta and Google campaigns "used to perform so well and now they just feel… off." Relief comes in the form of a cup of Vibe. From there, the film hits every trope in the category playbook: the sympathetic hand on the arm, metrics winding their way through an animated digestive tract before resolving into the Vibe monogram, a solemn "clinically proven" voiceover, and a closing pledge of "TV Advertising with Advanced Targeting in it."
Credits
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Credits
View on- Production Company Parole
- Director Parole
- Executive Creative Director JB Braud
- Creative Director Griffin Meyer
- Executive Producer Michael Lappen
- Line Producer Aiden Kutcher
- DP Joseph An
- Editor Adrien Privat
- VFX Artist Gilles de Bagneaux
- Sound Engineer Jay Villas Boas
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Credits
powered by- Production Company Parole
- Director Parole
- Executive Creative Director JB Braud
- Creative Director Griffin Meyer
- Executive Producer Michael Lappen
- Line Producer Aiden Kutcher
- DP Joseph An
- Editor Adrien Privat
- VFX Artist Gilles de Bagneaux
- Sound Engineer Jay Villas Boas
Behind the comedy sits the thesis Vibe.co has been advancing all year: a media diet built exclusively on Meta and Google leaves a funnel out of whack and streaming TV is the active culture that brings it back into balance.
The film made its debut on a billboard during the 73rd Cannes Lions International Festival of Creativity, the one week of the year when the industry's entire audience is gathered in one place, primed to get the joke.
"Performance marketers spend a lot of time debating about funnel balance, so we made the most literal film imaginable about it," said Braud. "The fastest way past a category that takes itself seriously is to be completely absurd about something that happens to be true." And Vibe.co is in on it. "Half-committing is the worst possible outcome in marketing," said Senda Ben Abdallah, the platform's brand director. "Our goal is to be impossible to ignore."
This one goes down whole.
