Remember that pooping unicorn ad that went viral a few years back? Whether you loved it or hated it, that commercial made the Squatty Potty a cultural icon—and millions in new sales.
Produced by the Harmon Brothers, the Squatty Potty commercial has been called “The greatest viral ad in video history”.
But that’s not the end of the story.
The Harmon Brothers went on to create a range of incredibly successful video ads. Poo-Pouri. Purple Mattress. FiberFix. VidAngel. Covenant Eyes. Lume. And the list goes on.
At this point, Harmon Brothers video ads have produced billions of views—and over $350 million in sales—for their clients. They clearly had a winning formula, but they wanted to share the secrets to their success with the world.
That’s where I came into the picture.
I’d always admired the Harmon Brothers’ work, so when they asked me to help them formalize their approach into a curriculum that students could use to create their own effective video ads, I was more than happy to help.
I spent countless hours meeting with the HB creative team, working to extract the method to their madness and boil it down into a defined, practical process. It took months of writing, research, prototyping, and testing, but the end result was a simple workbook that anyone could use to create an effective video ad: the 10-day script-writing challenge.
In fact, the process was so practical and simple that the Harmon Brothers themselves began to use the workbook internally for their new ads. In addition, they are now selling the eBook as the lead educational product for Harmon Brothers University—a series of courses designed to help companies use video advertising to grow from no-name to brand-name.