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0-to-3 MILLION VIEWERS IN 6 MINUTES:
BRIDEZILLA WIGOUT PRODUCER AND DIRECTOR
START TALKING.

February 3, 2007. Toronto. The six-minute segment called 'Bride has Massive Hair Wig Out' that made YouTube history is not the work of what one journalist called "publicity-seeking pranksters", but rather the shrewd planning of two Canadians: Director John Griffith and Producer Robbie McNamara. The controversy about whether this is real or fake has raged on without any input from the men behind the video, but no longer.

Griffith, a Toronto-based director whose credits include commercials, music videos and television, and McNamara’s production company, Burnout Productions Ltd. (www.planetburnout.com) were hired by Toronto-based Capital C Communications to develop a non-branded Internet commercial for Sunsilk hair products. The director, who created and filmed the video, and producer have now come forward to discuss the phenomena they created called "netseeding". It is a process of amplifying interactive advertising to make it more believable, more entertaining and more effective for the client. The segment has been removed from YouTube, but not before it drew an estimated three million viewers between January 18-31, 2007 (9 millions viewers, according to Diane Sawyer on "Good Morning America").

The video shows a bride-to-be arriving at a hotel shortly before her wedding and having a meltdown about what a stylist did to her hair. In spite of reassurances from her bridesmaids, she becomes increasingly more hysterical, finally resorting to lopping off her curls with a pair of scissors.

"The project was heavily influenced by what I had seen on YouTube," said Director John Griffith. Shot in Toronto, the video was posted on YouTube and given a minimal launch. "We only sent it to 20 people. It's incredible how such a small job turned into a monster. That's the power of new age media. The audience chooses the content which is much different than television where you essentially watch whatever they put in front of you. The challenge was to look for ways to cut to the nerve and get a response. It's a gut reaction. People get involved with it."

"I'm not surprised in the slightest about the success of this commercial," said Producer Robbie McNamara. "This is just the beginning - the Internet is literally the next medium of entertainment. Viral videos, online ads and amateur videos are the most watched format at the moment. I believe the first million visitors were drawn to it because people thought it was real. The next two million visitors came because they thought it was fake."

The new frontier of video sharing has gone where no advertising has gone before. "Bride WigOut" can still be found on the Internet by searching under the title keywords.