This video, titled 'Taylor Momsen escapes paparazzi' is a brilliant piece of viral marketing for a few reasons.
1. It plays on existing fame or popularity, featuring one of everyone's favourite Gossip Girl stars, little Jenny Humphries, it helps instantly get the attention of a youth market who are mad about this show.
2. It is topical. The video shows paparazzo hassling a defenseless (yet famous) young girl who has just finished a gym workout - given all the drama that Britney has been through in the past twelve months, and the media discussions about young stars being able to go out in public, this is a video that will generate discussion.
3. It doesn't look like a commercial. It's shot as though it is a pap video, which just happens to 'capture' Taylor pulling off some amazing parkour moves! Best of all, the branding is so subtle - just a swoosh on her singlet, and shoes - that it makes you wonder whether it really is a piece of viral advertising at all.
Some sites have fallen for the video - with Junior Celebs noting that "Taylor Momsen does some pretty crazy escape moves to escape the paparazzi", and Ace Showbiz saying: "Almost hit by a car, Taylor didn't stop and instead jumped on top of the car, swung onto a pipe along the ceiling, and ran outside."
I just love it when viral makes you think twice. Nice one Nike (if you are behind this!)