Michael Krivicka is a 34-year-old partner at Manhattan-based creative ad agency, Thinkmodo. His claims to online video fame are this WE tv original series, in which he seeks advice on how to make the perfect marriage proposal, and this sexy viral video about a fake iPhone application that turns the device into a 21st century version of X-ray specs. He’s also bald. And he wants celebrities to follow him on Twitter.
Taking a page out of the Weiden + Kennedy handbook on how to attract the attention of famous personalities via the use of YouTube and the internet’s most popular microblogging service, Krivicka creates personalized messages for members of the internet elite. Why? Because he wants them to follow him on Twitter.
Here’s how it works. Krivicka targets an individual with a household name (so far that includes Jimmy Fallon, Ashton Kutcher, Alyssa Milano, Ellen DeGeneres, and David Pogue). He creates a distinct URL for said individual (like ashtonkutcheryoushouldtotallyfollowmeontwitter.com or alyssamilanopleasefollowmeontwitter.com) which he populates with video appeals (like this one for Jimmy Fallon or this one for David Pogue). If a celebrity actually ends up following Krivicka, he or she is the subject of yet another distinct URL (like ellendegeneresthanksforfollowingmeontwitter.com) and a video thank you (like this one for Ellen). Wash, rinse, repeat.
It’s a genius iteration on the Isaiah Mustafa Old Spice campaign executed in a way that makes you wish it was executed better. The videos look nice and I know typography is all the rage right now, but it’s apparent that Krvickas doesn’t have a team of creatives behind him. The jokes are flat and their central points clumsily conveyed. Still, they’re getting attention.