Rather than follow the standard TV ad format for album launches, Dizzee Rascal has done something different to promote his new release 'Tongue In Cheek.' No soundclash of hits with energetic graphics and a big voiceover - Dizzee Rascal gives us his version of home shopping instead......
Viewers of the 'Dirtee Home Shopping' channel (with www.dirteehomeshopping.com pointing to the Dizzee Rascal YouTube channel) are offered the chance to buy a 'lifesize Dizzee Rascal figuerine complete with his latest album 'Tongue in Cheek'', 'what's more, you also get removeable jewellery and a genuine bona fide certificate of realness.' (Furthermore, a Calvin Harris bonus figuerine will be given to the first 100 callers.)
The 'Tongue In Cheek' creative execution has been uploaded to the Dizzee Rascal YouTube channel and I'm sure this has a much higher 'shareability' factor than a standard album launch promotional ad. If you want to drive the online Conversation then social assets have to have some sort of talkability factor, you have to give people something that they will want to share - and I think the new Dizzee Rascal TV ad is exactly the sort of creative that could spread virally.
Not at all 'Bonkers'!