I like to buy winning lottery tickets.

And I really enjoy creating viral videos. This is a rant against the idea that you can create a "viral video". A minor, semantic point, but it's annoying to me. Clients are starting to ask for them. If you want a video to GO viral, then make sure your client is prepared to travel to the extreme edges of their brand landscape. Or just tell a story well, with a relevant plot twist. Then promote the crap out of it. In others words, come up with a big idea.

CSourcing for product/service ad vids produces a wild range of solutions. Most of which are wildly crappy. But that's not a bad thing and it's to be expected. Telling stories with video is hard work. Professionals have trouble with it. Of course there will be professionals in the crowd too. (More on this later) Watching the work of novices, amateurs and hobbyists is fascinating. There is talent in everyone, but not always for the thing they're actually doing: "great video, dude, but wouldn't you rather be a chef?"