Kenny Powers returns as K-Swiss' straight-shooting, foul-mouthed MFCEO on a Viral Chart geared to appeal to the based male instincts.
The five-minute spot "Blades By Kenny Powers" arrived last week at No. 7, with 946,000 views, and features Powers delivering a Steve Jobs-esque demo of the brands newest shoe. Of course, in the spirit of actor Danny McBride's colorful "Eastbound & Down" character, this is no Apple keynote.
No. 1 this week is "Southwest Patty Melt" from Carl Jr/Hardee's, which is essentially a soft-core porn portrayal of Kate Upton eating a sandwich at a drive-in movie. It topped the list with 2.8 million views.
The latest installment in the Kenny Powers series, created by agency 72andSunny, includes a visit to K-Swiss' R and Double-D Lab (Powers spells out just why it's called that ), a sit-down interview with the long-deceased martial artist Bruce Lee, a cameo by 49ers linebacker Patrick Willis -- who stalks and attacks a wildebeest cheetah-style, with the help of Blades' smart soles. "Run fast or die, hombre!" screams Powers, drawn "Beavis and Butthead"-style, as he tears through city streets, leaving a path of carnage behind him.
And, of course, this is all at a rate of an F-bomb every five seconds or so.
Most brands wouldn't dream of building an entire campaign around such a polarizing character (a sexist, bullying, foul-mouthed ego maniac), but there's some precedent. Reebok pretty much invented the genre back at the dawn of YouTube with its own hilarious "Terry Tate: Office Linebacker."