CR Blog

The return of Fenton

Advertising, Digital, Music Video / Film

Posted by Anna Richardson Taylor, 13 November 2012, 15:34    Permalink    Comments (9)

For many, one of the standout YouTube stars of last year was bounding labrador Fenton, who chased a herd of deer around Richmond Park, paying no heed to his exasperated owner. Who doesn't remember the owner's cries of "Fenton - Jesus Christ!" accompanying the grainy mobile phone footage of his desperate chase?

Now, courtesy of the newly minted EE brand, Fenton fans can revisit the action in a 'remastered', high-definition version of the clip - close-ups, slow-motion, dramatic pans, audio track, supplementary animals, dinosaur special effects and all.

The new video was created by Poke with Passion Pictures, and award-winning director David Allen, who is best known for innovative natural history documentaries. It plugs the fact that EE's 4G service lets customers stream HD YouTube videos on the go, without buffering.

The idea of re-imagining a classic YouTube clip in high definition, while paying homage to the original, which has more than seven million views to date, provided rich territory, according to Poke's Nicolas Roope, and the clip's quintessential Britishness plays well with EE's UK focus.

The video will feature in 4GEE's online campaign and in stores, and visitors to the brand's YouTube channel can use a slider tool to change between the original and remaster mid-action. Formed through a license deal with viral content management company Viral Spiral, the hook-up of telecoms brand and user-generated YouTube quirky marks an interesting development in the value of user-generated digital hits.

As for what YouTube classic might undergo the 4GEE treatment next, we'll have to wait and see, says Roope. "We're not short on ideas, so it depends how this one goes."

 

 

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9 Comments

Wow, they took an absolute classic, hilarious youtube viral vid and completely made it unfunny and tedious and into something that screams of piggybacking and not so much of a good idea.
A
2012-11-13 20:12:32


always amazes me how people fail to read the story then are so quick to fire off a negative response

@A

Allow me highlight the important bits for you...

"Fenton fans can revisit the action in a 'REMASTERED', high-definition version of the clip - close-ups, slow-motion, dramatic pans, audio track, supplementary animals, dinosaur special effects and all."

"The idea of re-imagining a classic YouTube clip in high definition, while paying homage to the original, which has more than seven million views to date, provided rich territory, according to Poke's Nicolas Roope, and the clip's quintessential Britishness plays well with EE's UK focus."
J
2012-11-14 11:00:12


@J

Actually A just said he thought it was a rubbish idea and thought the original video was funnier.

Do you work for Poke?
J
2012-11-14 13:24:46


Not as funny, original or clever as it thinks it is.

Yawwwwwn, you doing charlie bit my finger HD next? Not looking forward to snoring through that either
yawwwn
2012-11-14 15:50:23


the rationelle is as sound as the idea is unfunny
k2001
2012-11-14 16:56:23


@ J (the second one)

Appreciate your comment, I got the whole in HD, remastered thing. But like I said, it wasn't funny and the idea just strikes me as jumping on the popularity of the original video bandwagon and a bit lazy. The whole T rex etc over exaggeration just felt really limp for me. The whole thing that made the original so hilarious was its authenticity, the shakiness and camera phone nature of it as the man screams fenton unaware that he is being filmed is fantastic. This is not
A
2012-11-14 23:57:32


It's a great way of demonstrating the potential capabilities of 4GEE, in an unpredictable and refreshing way – and rather than stealing an idea, it's a clear nod to what we all know is a classic piece of YouTube footage.

Those seeking for 'originality' are short-sighted (what can really claim to be 'original' today?), and seem to lack an awareness of the culture of 'appropriation' that the internet so readily supports.

A refreshing take on an iconic video – more of the same please!…
Luke
2012-11-15 14:34:35


Brilliant
James Wallace
2012-11-15 15:45:50


Are you last 2 the clients?
Andy
2012-11-16 10:17:50


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