Great viral movie for HIV/Aids charity Body and Soul all about how smiles can be 'caught' easily through touching, kissing or from loo seats, unlike HIV.
Now I read about this video on Brand Republic but had to go out there and search for it on YouTube - it wasn't even on the charity's website. Not using all of the potential distribution channels?
The reason it is here in the direct marketing section is that it is asking the consumer to actually do something specific after watching it, in this case donate money - in the industry called direct response.
Any TV ad with this kind of mechanic is also called a direct response ad.
Let me know what you think of the video, and if you have seen it before (maybe I'm wrong about the distribution). Send it to you mates, see if we can make it into something bigger.
PS - Smile.