NBC digital studio’s finest production, a truly viral video, and well before the term was so catchy. 6 million views and counting, with absolutely no paid promotion -- just 4 months of late nights posting and reposting, linking and commenting to crank up the natural buzz.
The video was a bitch to make, but fun. The suit was hot as balls, and the head flew around when you moved, so we had to rig it with straps. And you have to make it look convincing, or it’s just not worth it -- I can still hear J saying to Nelson, after the first take of the slammin' elevator shot -- “I can take one more hit, and that’s it." Pointing to me behind the camera, "If Marc says we have to do it again, I’m going to kick your ass!”
Created on a whim, an “f-you” to the stubborn execs who thought YouTube wasn’t going to make it through the summer of 2005. We brainstormed things we could do with a rented bunny suit, grabbed 2 cameras, a pair of walkies, and hit the streets of Manhattan for the afternoon. And the rest is history.
Top it off with an invited appearance on Jay Leno [LINK to it] -- making a good story into a great story.