Brother's Bond · Gopuff
Bring The Magic
Ian Somerhalder and Paul Wesley. A Vampire Diaries Season 9 reboot. Except it wasn't: it turned out to be a whiskey ad.
Most-watched video ever on Gopuff, Ian, Paul and Brother's Bond IG.
“Genius & super tapped in to culture.”
— Ad Age
Objective
Gopuff asked us how to start a frenzy online with Ian Somerhalder and Paul Wesley for their Bring The Magic campaign. We knew the guys hadn’t acted together in 7 years, so we gave the people what they wanted. We trolled Vampire Diaries fans hard with a fake Season 9 reboot, and they were pissed. What looked like the ultimate comeback turned out to be a whiskey ad for Brother’s Bond. Turns out, Ad Age was a fan of the show too. Lucky for us, they weren’t too mad to recognize the magic.
Results
In just 48 hours, the campaign garnered over 25 million views, 150,000 shares and 15,000 comments. It became the most-watched video of all time on Gopuff, Ian, Paul and Brother’s Bond Instagram channels. Ad Age called it “Genius & super tapped in to culture.”